Sawwah is an Arabic café whose main clientele are supposedto be women.
The whole branding effort was based on that concept. Takingthe word Sawwah, which means Wanderer and which happens to also be a famoussong by the Egyptian legend Abdel Halim, the images created were the same ‘60sstyle, with Egyptian movies and idols like Um Kulthum, Rushdi Abatha andothers.
Since the café is addressing the women in Kuwaiti cultureand is supposed to be their meeting place, all items took that intoconsideration. The coasters featured mirrors on their backs. The bags were donefashionably. The bill holders had mirrors inside. Everything was construed in away to appeal to that gender.