Implemented Bilingual Identity · Restaurant Branding
A refined Arabic and Latin wordmark created for a luxury Mediterranean restaurant in Dubai—balancing cultural character, contemporary clarity, and a warm hospitality presence.
01 · Brief and challenge
Aşkım needed an identity that could introduce a premium dining experience while retaining the warmth, personality, and cultural character of the restaurant concept.
The central challenge was to connect two distinct typographic voices. The Arabic mark needed the movement and expression of hand-drawn lettering, while the Latin name needed to remain clear, modern, and immediately legible to an international Dubai audience.
The result could not feel like two separate names placed together. Arabic and Latin had to operate as one composed wordmark with a shared rhythm, proportion, and visual hierarchy.
02 · Lettering concept
The identity was built around contrast: expressive Arabic lettering carries emotion and character, while the spaced Latin name provides structure, clarity, and a contemporary hospitality tone.
Fluid, calligraphy-inspired strokes give the mark warmth and a sense of handcrafted individuality.
The Arabic and Latin forms were proportioned as one signature rather than treated as separate translations.
A burgundy geometric accent introduces a memorable focal point without competing with the lettering.
03 · Identity toolkit
The final toolkit brings together the primary and secondary logo configurations, colour palette, supporting typefaces, and an example application—giving the implemented identity a clear foundation for future touchpoints.
04 · External recognition
DesignRush published a dedicated analysis of the Aşkım Restaurant logo and credited the design to Nihad Nadam. Its review highlighted the calligraphy-inspired script, flowing typography, and minimalist composition as the identity’s standout features.
This editorial recognition provides an independent perspective on the design craft without presenting unverified performance figures or describing the feature as an award.
05 · Outcome
The completed Aşkım system transforms a culturally specific name into a distinctive bilingual hospitality signature. Its Arabic lettering provides character and emotional warmth; the Latin typography provides accessibility and balance.
Together, the elements create a coherent identity designed for consistent use across restaurant communication while remaining recognisable in both Arabic and English contexts.
Arabic and bilingual brand identity
I create bilingual identities and custom Arabic lettering systems that connect cultural character with clear international communication.