Where coffee meets ritual
DUM.TEK is a specialty coffee studio based in Los Angeles, inspired by the rituals of coffee, music, and gathering. Created for a new business launch, the identity blends contemporary design with subtle Levantine influences, reflecting the brand's mission to introduce familiar traditions through a modern coffee experience.
Full Branding
Visual Identity
Packaging Design
Our Creative Direction
The identity was built around four core values: playful, confident, rooted, and human. Inspired by the rhythm of the dum and tek beats of Arabic percussion, the visual language balances bold typography with warm neutrals and expressive graphic elements, creating a brand that feels culturally grounded without relying on cliché.
The logo combines Arabic and English typography to reflect the brand's dual identity, while a flexible graphic system draws inspiration from Levantine patterns and symbolism. The identity extends across coffee packaging, menus, social media, and event materials, creating a cohesive experience that feels equally at home at pop-ups and specialty cafés. I'm especially proud of how the brand continues to evolve while staying true to its original vision, growing alongside the business as it introduces signature drinks inspired by Levantine flavors.