Branding

bkeefak

Specialty Coffee · 2025

Overview

A full visual identity for bkeefak — a specialty coffee brand whose name translates from Arabic as ‘as you like it’. The mark hides two coffee beans inside the double ‘ee’ of the Latin wordmark, sitting above the Arabic ‘بكيفك’. A roast-green ground with a single warm orange accent reads as serious-coffee without the corporate stiffness.

The Challenge

The specialty-coffee category is saturated and visually homogeneous — brown packaging, generic ‘bean’ icons, the same handful of typefaces. bkeefak needed a mark with a real idea inside it, a system that works in two scripts, and a packaging line that stays recognisable from across a café before you read the wordmark.

Our Approach

We built the wordmark around the coffee bean — the ‘ee’ in bkeefak literally becomes two beans facing each other. FF Shamel Family carries both Latin and Arabic typography in one tone of voice. A custom bean pattern is reserved for inside-pack surfaces; the outside stays clean with the green/orange duo doing the work.

The Outcome

bkeefak now has a brand kit that runs across kraft bags, takeaway cups, holders, bakery paper, t-shirts, signage, and a full social grid. The bean-‘ee’ is recognisable even at favicon size — the brand reads as bkeefak before anyone parses the name.

Concept

The wordmark is the concept. The two ‘e’s in bkeefak are replaced by a pair of coffee beans facing each other — a single visual moment that says ‘this is a coffee brand’ without a single drop of cliché. Beneath sits the Arabic ‘بكيفك’ — same weight, same energy. One mark, two scripts, one read.

Color palette

Three working colours plus an ink black. Roast Green (#213931) is the lead — it reads ‘dark roast’ without being literally brown. Bean Orange (#e6935f) is the signature accent — used sparingly, where it has to land. Crema White (#ffffff) for negative space. Espresso Ink (#0e1a16) for typography on light surfaces.

Roast Green

#213931

Bean Orange

#E6935F

Crema White

#FFFFFF

Espresso Ink

#0E1A16

Typography

FF Shamel Family

FF Shamel Family is the entire type system — chosen because it carries Latin and Arabic in one matched tone of voice, with no jarring shift between scripts. Three weights cover the full hierarchy: Bold for product names, SemiBold for headlines, Medium for body copy and the Arabic captions.

FF Shamel Family Bold

AaBbCc 123

FF Shamel Family SemiBold

AaBbCc 123

FF Shamel Family Medium

AaBbCc 123

Logo system

The system has a primary wordmark (bkeefak / بكيفك), a logo-in-use rulebook, a fonts-and-pattern reference plate, and a custom bean pattern reserved for inside-surfaces (cup interiors, bag liners, social backgrounds). The pattern never appears on the outside of packaging — that surface is owned by the wordmark alone.

Brand in the wild

The brand was rolled out across the full takeaway range: kraft drip-bags with a coloured front band, paper cups, cup holders, bakery wrapping paper, member cards, and a full Instagram grid. Every surface uses the same green base, the same orange accent, and the same wordmark placement — the line reads as one family at the till.

Mockups

The brand goes out into the world on a street banner and on the team t-shirts — same green, same orange, same wordmark. The bean-‘ee’ is recognisable from the other side of the street before anyone reads the name.