The research with the title Branding Strategy Cupable Café as a Disabled Friendly Café in 2022 aims to find out the branding strategy used by Cupable Café in the process of introducing the Café's identity as a disabled friendly Café. Cupable Cafe is a cafe that employs people with disabilities to work as baristas and serve customers. Cupable Cafe uses social media as a communication activity to get a good response so that people recognise Cupable Cafe as a disabled-friendly cafe. The theoretical framework consists of branding and branding strategies. The research method used is a descriptive qualitative research method. Data collection techniques used semi-structured interviews and documentation. In-depth interviews were conducted with three informants, namely the Cupable Cafe Manager, Cupable Cafe Barista and Cupable Cafe Customer. The results showed that Cafe Cupable's strategy in building an identity as a disabled-friendly cafe by holding a programme in the form of barista training by providing knowledge about coffee and how to brew and process coffee specifically for people with disabilities which was carried out for two months, and Cafe Cupable actively participated in various events in Yogyakarta as a form of promotion.