We created the name Seven Fortunes inspired by Sufi Baba Budan, a 16th 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.