AL-Fishawy is the Grande Dame of Cairo’s coffee houses. Located in the heart of Khan al-Khalili, Al-Fishawy is Egypt's most famous, and most exciting coffee shop. Al-Fishawy has been open 24/7 since 1707, and used to be a favorite landmark of novelists and artists such as the Nobel prize- winning author Naguib Mahfouz, Um Kolthoum and numerous other artists and cultured thinkers. The new logo and rebranding strategy is targeting these people and inviting them to spend their time in the ancient cafe to get inspired and bring out their creativity. The logo is composed of the cafe's iconic blue teapot, floral pattern, and the old logo's typography. I used photographs shot by me of Khan Al-Khalily to design the stationary, corporate identity and packaging. The rebranding aims at mixing the cafe's iconic history and ancient theme with new design ideas and creative die cuts to connect authenticity with innovation.