Coffiyeh – Brand Identity & Visual System

THE DESCRIPTION

Coffiyeh is a rebranding of a culturally rooted name. The objective was not to change it, but to fully articulate what it already carries. The word merges “coffee” and “kofiyeh” — two references that existed separately. This project brings them into one coherent system.

The wordmark is designed as a single typographic unit. No split, no separation. A tonal shift from regular to italic replaces structural division — reflecting the phonetic rhythm of the name and the movement from foundation to warmth.

The Arabic logotype was built as a parallel system, not a translation. Structurally aligned with the English mark, it ensures the cultural reference is embedded within the identity, not placed on top of it.

VISUAL IDENTITY

Every element in the system derives from the same internal logic as the logo. Structure and fluidity. Clarity and warmth. Nothing is added for decoration.

The pattern is a direct extension of the brand name. The keffiyeh grid is preserved in its original structure. Its traditional dots are replaced by coffee beans. The same fusion that exists in the name exists in the pattern.

The result is a brand system where logo, Arabic typography, color, and pattern all operate from one idea. Culture expressed through structure. Modernity achieved through restraint.