Bafarat is a Saudi Arabian institution. For its first overseas venture it took a site in Soho where competition for coffee and patisseries is fierce. Our task was to tweak the identity for that hard-to-win audience.

We'd already done the bulk of the work 8 years earlier when we gave Bafarat a fresh identity with international appeal and Arabian references to tradition, modernity, and geometry. For London, we were more playful. To add fluidity we looked to the soft swirls, squiggles, and smudges of the patissier. The result stays true to the original while appealing to a fun-loving Soho clientele.