The Yousef Afandi brand is inspired by the craft of the barber, and the social experience of the barbershop, and contemporary lifestyle.

As we delved into the experience of old barbershops, we thought of the citrusy fragrances used by barbers after a shave. We discovered that the Arabic name of the mandarine “Yousfandi” refers to a 19th century Egyptian scholar who was sent to Istanbul to learn about new plants and trees.

We worked with our friends at Greatmade, the German design collective, to revive an engraving of Yousef Afandi. Hussein Alazaat designed the brand name in the Taaleeq style, and the visual language of the brand was born.