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Hye-Life, an Armenian bar and café known for sharing the essence of the "hye-life," embarked on a rebranding journey to shift its identity from a luxury-focused image to one that is vibrant and lively. The rebrand was designed to reflect a more energetic and inclusive atmosphere, capturing the spirit of Armenian culture while appealing to a broader, youthful audience. The new visual identity features bold, dynamic colors and modern typography, conveying a sense of excitement and community. This transformation not only honors the rich heritage of the café but also invites patrons to experience the lively, social side of Armenian culture, making Hye-Life a destination for both celebration and connection.