Coffee is a cornerstone of Saudi culture, embodying centuries-old traditions that symbolize hospitality, warmth, and kindness, where offering a cup is a gesture of greeting and community. Our concept honors these values, weaving the stories of the Bedouin tribes who once traveled the ancient trade routes of the region. Handmade goods like intricate textiles, ceramics, and jewelry were cherished and crafted by artisans in this area, each piece telling a story of its maker.

The identity reflects the spirit of these ancient craftspeople, with a custom designed logotype that celebrates the beauty in crafted textiles and fabrics made in the area. Designed to look like a weaved pattern at distance, the letterforms give a sense of materiality, reminiscent of fabric — echoing the imprint of craftspeople and their signature on goods and materials. A sense of tactility, with earthy tones and textures drawn from the land to ground the design in the region’s rich heritage.