Fikra ( فكرة  idea in Arabic) is a branding project for a Moroccan Homeware store in Brisbane, Australia. The client wanted an authentic approach reflecting the personality of the product, the Moorish inspiration and a direct link to the culture. The logo showcases a simple recall of the Moroccan craft, calligraphy, architecture and colour. The red dot is a reminder of the country's flag and represents an abstaction of a lightbulb (idea).