Shimi reimagines the cocktail experience through the bold, aromatic flavors of the Middle East. Born from the diverse heritage of its founders spanning Egypt, Iraq, the UAE, and the UK, the brand elevates underused botanicals like sumac, cardamom, and pomegranate for the global stage. The visual identity centers on a high-impact logo that bridges the Latin alphabet with the structural logic of Arabic script. The fluid connections between the ‘h’, ‘i’, and ‘m’ mimic a Kashida (horizontal extension), creating a sense of rhythmic movement. This is balanced by deep, rounded bowls at the base of the ‘s’ and ‘h’ that echo the ka’sah (sub-linear curves) found in traditional letters like Seen (س) or Noon (ن). More than just a name, the brand serves as a literal "mix", a visual bridge between London’s contemporary design scene and authentic Middle Eastern heritage.