From the dawn of civilizations in the Arabian Peninsula, Coffee shaped significance in forming the identity of Arabs Identity for thousands of years in this part of the world. The relationship with Coffee digs deep within our culture could be clearly found in many resources. That fact shaped the main Inspiration of Üshk Coffee. The look had to reflect our Arab culture and calligraphy in a cutting-edge method rendered with the latest modern trendy lines of both Interior and Branding styles. As well as, other factors considered while creating the brand. For example, the branding had to look young and vibrant as it targets youth audience. The brand had to look Affordable, as the price ranges are reasonable comparing to the quality value being served in house.