Seeds & Routes travels the world in search of soulful connections and the best coffee farms. They bring their bounties back to Egypt, where they uplift a tradition of excellence in all things.

It is one of three connected coffee brands started by an entrepreneurial family of poets and perfectionists, the others being Cairo Coffee Collective and Specialty Būn—both of which we also designed. As the least public facing of the three, we developed a streamlined identity system and designed elegant print collateral to set the tone for B2B interactions. The wordmark features Arabic Diwani script spelling out the word “seeds,” for a balanced bilingual introduction that brings a healthy hit of heritage to the brand. The earthy, soothing color palette offers a beautiful backdrop for custom drawn patternwork that transforms the logomark into a rhythmic motif evocative of ongoing exchange and ritual. It all comes together in harmonious compositions designed to feel spacious and worldly. Simple, elegant, soulful and scalable.