A New Chapter of Growth Continues as 5 Out of 6 Locations Embrace the Brand’s New Identity
Dots Café, the UAE-born specialty coffee concept under Trace Hospitality, continues to build momentum following the successful launch of its new brand identity. After debuting the rebrand at its Khalifa City branch, the transformation has now been rolled out across the majority of its network.
Today, 5 out of 6 Dots locations have been fully rebranded, marking a significant milestone in the brand’s evolution. The final branch is set to undergo its transformation soon, completing the first phase of a broader, long-term strategy.
The rebrand reflects a deeper shift in how Dots connects with its community—bringing together refined design, an elevated customer experience, and a renewed focus on intentional, slow living. As first introduced with the Khalifa relaunch, the new identity blends minimal aesthetics with warmth, while enhancing every touchpoint from interiors to menu and brand voice.
“This transformation is not just about how Dots looks, but how it feels,” said Saeed Al Khateeri, CEO of Dots Café. “Seeing the rebrand come to life across almost all our locations is a proud moment for us. It reflects our commitment to growing thoughtfully while staying true to the essence of what makes Dots special.”
A Phased Rollout with Strong Momentum
The rebranding initiative, initially launched at the Khalifa City branch, was always envisioned as a multi-phase journey. With most locations now complete, Dots is entering its next stage—focused on consistency, experience, and expansion.
Customers across Abu Dhabi and Al Ain are now able to experience the new Dots environment, designed to create a sense of calm, connection, and familiarity in an increasingly fast-paced world.
What’s Next for Dots
With the final branch rebrand underway, Dots is already looking ahead. The brand has plans for further expansion, driven by growing demand and strong customer engagement across the UAE.
This next phase will see Dots continue to scale its presence while maintaining the same thoughtful approach to design, product, and community that has defined its journey so far.
As the UAE’s café culture continues to evolve, Dots remains focused on creating spaces that go beyond coffee—offering moments of pause, connection, and everyday ritual.
About Trace Hospitality
Founded in 2019 in Abu Dhabi, Trace Hospitality is a dynamic force in the UAE’s F&B landscape, specializing in restaurant management, hospitality, and concept development. With a strong focus on innovation and community-driven experiences, the company continues to shape the region’s evolving dining culture.
About Dots Café
Dots Café is a homegrown specialty coffee brand rooted in Abu Dhabi, known for its high-quality beverages, distinctive matcha offerings, and community-driven approach. What began as a passion for coffee has grown into a beloved lifestyle destination across the UAE.
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