Seven Fortunes

We cre­at­ed the name Sev­en For­tunes inspired by Sufi Baba Budan, a 16^th cen­tu­ry cof­fee explor­er who jour­neyed to the Mid­dle East in search of cof­fee. Our nam­ing strat­e­gy drew from his sto­ry of smug­gling sev­en cof­fee seeds back to his home in India, kick­start­ing a for­tu­nate new era of cof­fee cul­ti­va­tion that spread world­wide. This his­tor­i­cal par­al­lel to founder Karim’s own pio­neer­ing spir­it — bring­ing spe­cial­ty cof­fee to Dubai for the first time — cre­at­ed a mean­ing­ful con­nec­tion between past and present inno­va­tion in the cof­fee world.

The iden­ti­ty bal­ances ele­gance with geo­met­ric pre­ci­sion, reflect­ing the archi­tec­tur­al char­ac­ter of Dubai itself. We select­ed a col­or palette that con­veys mate­r­i­al rich­ness and qual­i­ty: Tiffany Blue, Rich Cop­per, and Indus­tri­al Slate.

We craft­ed the tagline ​“Cof­fee Beyond Tra­di­tion” to cap­ture the essence of Sev­en For­tunes’ approach to spe­cial­ty cof­fee. This phrase acknowl­edges the deep cof­fee tra­di­tions of the region while sig­nal­ing Karim’s com­mit­ment to inno­va­tion and ele­va­tion. It’s an invi­ta­tion to cof­fee lovers to expe­ri­ence some­thing that hon­ors her­itage while embrac­ing new fron­tiers in fla­vor and craft.

For the pack­ag­ing, we cre­at­ed a sys­tem that would be unmis­tak­able in Dubai’s retail land­scape. Our goal was to design some­thing that would imme­di­ate­ly dif­fer­en­ti­ate Sev­en For­tunes from every­thing else on local shelves. Each cof­fee vari­ety is eas­i­ly iden­ti­fi­able while main­tain­ing the cohe­sive brand lan­guage that sets them apart from competitors.

Our design approach was inspired by Karim’s unique vision — some­one deeply con­nect­ed to the region’s cul­tur­al her­itage while simul­ta­ne­ous­ly push­ing for­ward to ele­vate Dubai’s cof­fee expe­ri­ence. This dual­i­ty of tra­di­tion and inno­va­tion became cen­tral to the visu­al iden­ti­ty and pack­ag­ing sys­tem we cre­at­ed for Sev­en Fortunes.