How can we translate that knowledge into eye-candy, through typography, colour, materials, binding, printing, embossing, and overall handmade craft.

Kairo, the new independent Advertising Agency of Egypt wanted to demonstrate through a DM

piece, that was sent to both clients and the creative community of the Middle East, the wealth of

Kairo's knowledge and our ability to derive meaning, find inspiration and change perception of

things that most people take for granted.

Letters of the Arabic Alphabet have meanings and secrets far beyond their phonetic sounds.

Inside this Box is a set of three typographic booklets along with three posters attached inside each one of them that explore three letters of the Arabic Alphabet, through experimental typography, in a quest to reveal some of the beauty and mystery of a culture constantly misjudged.

50 DM boxes were sent out to clients and the creative community. We received more than 150 additional requests to buy our DM boxes, which are currently in the making. In addition to a handful of new business leads.