Challenge
How can a restaurant bring the heart of Morocco to Dubai without reducing its culture to familiar clichés? Tichka was conceived as a contemporary expression of Moroccan food, craft and hospitality—celebrating pottery, weaving, spices and regional heritage through one coherent identity.

Identity
The bilingual Arabic and Latin wordmarks are inspired by Tichka, the mountain pass through Morocco’s High Atlas. Shared letterform details connect both scripts, while Atlas green, desert orange and modular geometric patterns carry the system across signage, menus, uniforms, packaging, tableware and campaign imagery.