Cairo’s qahwa culture dates back to the 13th century. Nearly 1,000 years later, its traditions felt lost. A couple of brothers set out to reclaim the city’s roots and bring elevated coffee experiences back to the people.

The Nazmi brothers opened a trio of coffee businesses—Seeds and Routes sources the world’s best beans from fair trade farms; Cairo Coffee Collective roasts them to perfection and Specialty Būn is where the people come together over the perfect cup to dream and scheme. To faithfully capture Cairo’s singular, pulsing energy and the cafe’s magnetic soul, we spent quality time with the founders and their friends, confidantes and creative collaborators. Together we crafted a juicy, eclectic brand that is inviting and worldly, at times revelatory—dancing with negative space and bilingual wordplay to create moments of delight for those who seek it. It knows where it’s from and where it’s going. To help it get there, we developed robust brand guidelines and a billion templates for Būn’s one-of-a-kind team of big hearted beauties, working to make the world a little kinder, one cup of coffee at a time.

Full case study on the way.