The Brief 

Seed & Bloom Café is a homegrown F&B concept in Abu Dhabi built around mindful living, sustainable design and exceptional artisanal food.  

With a space that balances atmosphere and purpose, the launch required more than a moment in the spotlight. It needed strategic visibility to establish presence, drive footfall and position the brand within the city’s evolving café culture. 

To achieve this, the campaign unfolded in three distinct phases, starting with early awareness efforts before progressing into targeted media and influencer engagements before culminating in highly community-focused activations of workshops and activities which set the direction for the venue’s ongoing programme of experiences offered to its guests. 

 Read The Full Seed & Bloom Café Project Case Study Here 

Pre-Launch Awareness 

Ahead of its March 2025 opening, the team laid the groundwork for targeted brand awareness. Bilingual press materials were shared with regional media, and first-look exclusives were pitched to trusted lifestyle outlets. 

Time Out Abu Dhabi and Secret Abu Dhabi both featured Seed & Bloom before launch, drawing attention to the design details and menu highlights. Fact Magazine called it “a space for cakes, classes and coffee in equal measure,” capturing the layered intent behind the concept. 

This early presence established media recognition and positioned the brand as experience-led from the outset. 

Launch Coverage

The launch campaign brought together select content creators to engage their audiences with original, immersive storytelling. Influencers including Alia Alhosani, Amal Ismail, Lana Kaati and Sister’s Diary covered their visits through Reels and stories.  

Through detailed concept briefing and on-the-ground collaboration with these individuals, content focused on the concept's craftsmanship, interiors and the sense of calm the space offered. 

Time Out Abu Dhabi’s walkthrough reel highlighted the café’s botanical interiors and pastry selection. A similar walkthrough on TikTok added another strong stream of content. Secret Abu Dhabi’s video looked at the sustainability story and the space's distinctive tone.  

Combined, these videos received over 80,000 views across platforms. 

“Abu Dhabi’s newest destination is one where sustainability meets design and coffee is just the beginning.” — Time Out Abu Dhabi  

The narrative was picked up by early visitors who began posting their own stories, photos and reels, which helped build an important layer of community-generated content within days of launch. 

Community Event 

Seed & Bloom hosted a dedicated “A Blooming Beginning” event the weekend following its launch, inviting local families, creatives and lifestyle voices to experience the café through workshops, live music and community moments.  

The day featured a mix of hands-on activities including flower arranging, painting, and interactive culinary stations, with a focus on creating moments families could enjoy together. 

Attendees included Shania Rosario, Leen Melthem and Arpita Soni who captured impressions of the space that went beyond food. From floral focaccia to slow mornings on the terrace, the content reflected a sense of discovery that aligned with the brand’s personality. 

Finally, a café in Abu Dhabi that feels like home—warm, personal and proud of where it comes from. — Experience Abu Dhabi 

The event extended the reach of the campaign into the local community and created additional stories that positioned the brand as part of the neighbourhood.  

Post-Launch Momentum 

In the months following the launch, Seed & Bloom continued to receive editorial coverage in Time Out Abu Dhabi, What’s On Abu Dhabi, BBC Good Food, Curly Tales and Experience Abu Dhabi. These pieces moved the narrative forward by spotlighting the café’s evolving programme of events and workshops, including sourdough classes, sustainability pop-ups and creative gatherings.  

Freshly baked pastries, earthy interiors and a warm welcome—Seed & Bloom is one of Abu Dhabi’s most exciting new openings. — Curly Tales 

Reviews on Tripadvisor consistently cited the ambience, service and quality of food, reinforcing the messages shared in media and influencer content. The café maintains a full 5.0 rating. 

Seed & Bloom was also nominated for Newcomer of the Year at the Fact Dining Awards Abu Dhabi 2025, adding further recognition to its early brand equity. 

Measurable Impact 

Since its launch, Seed & Bloom Café Abu Dhabi has carved out a clear identity in the city’s evolving café scene. 

• Over 250,000 views on Instagram Reels

• Reached more than 14,000 accounts organically

• Generated 4,302 interactions and attracted 1,985 followers

• 30+ influencers featured the café, with sustained content over eight weeks

• Featured across leading lifestyle titles including Time Out, What’s On, Curly Tales and BBC Good Food

• Maintains a 5.0 Tripadvisor rating with consistent positive reviews

• Nominated for Newcomer of the Year at the Fact Dining Awards Abu Dhabi

• Received Gold at the Rome Design Awards 2025 for Restaurants and Café Interiors