This brief was brought forward by a young Lebanese woman who lives in Amsterdam. She has long dreamed of opening a Middle Eastern bakery in the suburb of Oud-West. She was searching for a brand concept that highlights her Middle Eastern background, but with a modern and fresh twist, to appeal to all. This brand takes direct inspiration from the culture in Beirut, Lebanon. This is seen in the motifs, which are reminiscent of the famous Lebanese tiles and earthy colours. The name Beikery, is a combination of the word Bakery and Beirut, encompassing the brand identity in a crafty and succinct way.