Shaikh Zeeshan Start A Project One design system that gave FiLLi, Barn’s and Tim Hortons an app that feels like their own.
COFE Cloud enables F&B brands to launch their own branded digital experiences on top of a shared technology platform.
For FiLLi Cafe, I helped create a flexible white-label experience that supported ordering, payments, loyalty, subscriptions, and customer engagement without rebuilding the product from scratch.
FiLLi needed an experience that felt completely on-brand while still working within COFE Cloud’s shared product infrastructure.
The challenge was making the system flexible enough to support different branding, content, and customer journeys while keeping the core UX consistent.
I designed reusable components, shared interaction patterns, and a scalable design system that allowed COFE Cloud to adapt to FiLLi’s visual identity while keeping the product easy to maintain and expand.
This made it easier for FiLLi to launch branded experiences faster, support new customer journeys, and maintain consistency across markets.
One set of components, themed for each brand and shipped as real apps that customers rate highly and use every day.
Screens and states designed across FiLLi, Barn’s and Tim Hortons
Brands designed on one shared set of components
One component set, themed for FiLLi, Barn’s, Barn’s X and Tim Hortons
Screen counts taken from the project’s Figma files.
Every app starts from the same design system. Theme tokens, core components and shared flows feed each brand’s app, so one journey ships to every brand at once, each in its own look. Watch the three apps move through the same flow together.
Same step, same moment, three brands. Real screens from each app’s design file.
The system has three layers. The first two are shared by every brand. The third is where a brand becomes itself, so a new brand means new tokens, not a rebuild.
Every journey is designed once, with all its steps and states, then reused by every brand: from the first open to the reward at the end.
Buttons, cards, size pickers, quick actions, reward tiers, quiz options and order states. Built once with every state, then reused across all the apps.
Colour, type, radius and imagery are named tokens. Each brand fills in its own values, and every component picks them up.
FiLLi started as a single café in the UAE in 2004 and now runs in nine countries. Its app had to feel as warm and playful as the cafés, while running on the same product as every other brand on COFE Cloud.
For Tim Hortons we designed the whole first-run journey on the shared flows: three illustrated onboarding stories, phone sign-up with OTP, and a coffee-taste quiz that pays out 500 Beans, so every new customer starts with a reward.
Barn’s grew from 130 branches in 2018 to more than 650 by the end of 2023, and COFE Cloud launched with Barn’s. When Barn’s introduced Barn’s X, its specialty coffee line, the same components were re-themed in espresso and gold instead of being rebuilt.
Five animated states, built in Lottie, so customers always know where their coffee is.
Barn’s X went live in January 2024. Its espresso-and-gold app reuses the Barn’s screens and components with a new theme: Bronze, Silver and Gold tiers, a darker splash and wallet, and gold accents everywhere else.
Once the system existed, each new brand started from working flows instead of a blank file.
PRET · Kuwait The same home, quick actions, rewards and location picker, themed in PRET’s burgundy. Another brand that started from working flows on the shared system.
The finished apps side by side: thirty-five of the 600+ screens designed for FiLLi, Tim Hortons, Barn’s, Barn’s X and PRET, all running on the same shared components.
For the brand running the app, and for every customer ordering through it.
The design system had to hold up at COFE Cloud’s size: hundreds of enterprise clients, thousands of outlets and millions of people ordering through the apps.
4.1M+
App downloads across COFE Cloud
Millions of people ordering through apps built on one shared set of components, across more than 3,000 outlets.
$178M
Company valuation
1,000+
Enterprise clients
3,000+
Outlets served
4.8
FiLLi’s rating, from 2K ratings
#40
Barn’s in Food & Drink, from 908 ratings
Downloads, outlets, clients and valuation are COFE company figures. FiLLi’s rating and Barn’s rank are from the UAE and Saudi App Stores.
What it was like to build the system together, from the team that rolled it out.
Despite tight timelines, they consistently delivered high-quality designs without compromising creativity or detail.
Eight projects, each told from the first sketch to launch. Pick the one closest to what you’re building.
View All WorkOne design system that gave FiLLi, Barn’s and Tim Hortons an app that feels like their own.
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