Al Mohtaraf introduced ‘misk’, a new franchising concept from Beyt Douaihy targeting a younger crowd. ‘Misk’ maintains its ties with the mother company in presenting the sweet plate knafé, yet does that with a hip twist and takes on the form of a versatile café. Having devised the concept, Al Mohtaraf moved on to its graphic implementation, choosing the name such that it is short, attractive, and a clear resonance to the identity of the café as embedded in the culture of sweets. The logo plays on the hushed pronunciation of the ‘i’ sound in the name as it does, within a bold, vibrant palette, which only begins at the logo but effectively extends on to stationery, menu design, and the interiors of the café.