Heed is a brand identity project for a coffee shop and cultural space located in Jeddah, Saudi Arabia. The brand is inspired by the spirit of Arab Bedouin life — built on values of authenticity, loyalty, community, and intentional living. My work included logo design, brand strategy, color palette development, typography selection, custom pattern design, and presentation styling. The design system reflects minimalism, warmth, and cultural depth, connecting tradition with a modern, grounded visual language.