heaf
heaf is a Dubai-based specialty hospitality brand rooted in Bedouin traditions. I co-led the creative direction across digital content, physical design, and experience design since February 2025.
Instagram ︎︎︎
Instagram ︎︎︎
Ramadan Campaign. Brass spinning candles, cut into a moon shape, evoke ellipses that structure the Ramadan calendar. Like subtle jewellery, the candle sets the brass windmill in motion, revealing a rotating moon in an endless eclipse.
Seasonal campaigns and product launches. The take-away moment becomes a small ritual of freedom—coffee in hand, driving with no fixed destination. The visuals focus on ease, movement, and quiet escape.
Coffee on a Yacht brings the Bedouin coffee ritual onto the waters of the Arabian Gulf, drawing from Dubai’s traditions of fishing and pearl diving.
Coffee on a Yacht brings the Bedouin coffee ritual onto the waters of the Arabian Gulf, drawing from Dubai’s traditions of fishing and pearl diving.
Experience design for a pop-up at World of Coffee Geneva. The booth is shaped by a Bedouin tent, representing heaf’s position between desert and sea.
Lifestyle photoshoot for HEAF FUNCTION, a pit stop for cyclists. Under the tagline “ride till heaf,” the shoot frames heaf as the ride’s destination—sun, sea breeze, views, and a reward. Fashion cues blend into a sun-soaked, aspirational mood.
