Atmosphere in the café world is synonymous with its brand. More than anything else, even beyond the coffee served, the atmosphere of a café can make it or break it. Everything from the concept, to the staff, to the music, to the décor should work towards evoking a certain feel. Not to kill the romance, but this is technically called sensory branding. Essentially, it's a means to evoke the senses to forge emotional bonds in the customer's mind so they become loyal to the brand and, without beating around the bush, buy more.