Bafarat, London, UK

Adapting a Middle Eastern icon for a central London clientele

Brand | Interiors | Strategy

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.

Related Work

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Delve: A visit to Jeddah
An attempt to master the swirl of the Colombian Coffee Tart.
Delve: A trip to Soho
Understanding the energy, and what makes Soho and Regent Street tick. How to engage and drive footfall within a very competitive market place.
Dream: Brand experience
Creating a guest experience that demonstrates a bond with its culturally rich history and heritage – and informs, challenges, and ultimately defines the new brand concept for London.
Dream: Creative development
Gathering inspiration from folded pastry and decorative icing to create patterns with fluid lines.