Foil version of Seven Fortunes logo on a black to-go cup

Seven Fortunes

Crafting a brand foundation for Dubai’s first specialty coffee roaster.

Seven Fortunes Coffee Roasters is a remarkable small batch specialty coffee roaster now with over 20 cafés in Dubai & Egypt. Needmore was tasked with positioning the new brand through name, identity, story, web, and packaging.

Client: Seven Fortunes Coffee Roasters
Services: Name, Story, Identity, Packaging, Website

Seven Fortunes

The name came from a 16th century coffee explorer, one Sufi Baba Budan, who pilgrimaged to the Middle East on a quest for coffee. He unearthed his prize and brought seven coffee seeds to his home in India, kicking-off a fortunate new age of coffee that spread throughout the globe.

Identity & Packaging

The typography is both elegant and geometric as is the city of Dubai. The colors are hues that traditionally speak to richness and quality of material: Tiffany Blue, Rich Copper, and Industrial Slate.

We were additionally inspired by founder Karim, who is at once firmly rooted in the history of the region while simultaneously reaching forward to elevate the coffee experience in Dubai.