art as a platform of expression

19 countries. 2 continents. Same written language, different spoken dialects.

The Arab world enjoys a rich and diverse history and culture. The word ‘Arab’ holds so much stigma and confusion. Arab identity is muddled with Western influence and projection, Islam and a variety of mostly negative stereotypes.

How do we tell our side of the story?

Kaflab uses art and design as a platform of expression, discourse and storytelling. We will hone the voices of creatives who are fed up and want to express their point of view about who they are and explore their heritage and identity.

It's time for #PlanKaf!

What is #PlanKaf?

KAFLAB is a foundation dedicated to experiment with Arab identity through art and design.

Starting from the initial question of ‘What Arab is’, Kaflab looks to analyze the elements, symbols and icons that truly define this rich culture and open up discourse to instigate change through art and design. Kaflab is inspired by its initial project, al-Kafiye, which we believe is the strongest symbol to come out of the Arab world. Because Arab identity is muddled from the outside by Western influence, stereotypes and projection; and from the inside by Islam and national differences, it is vital for us to act now. The most prominent voices on the subject of Arab identity are usually the most extreme. It's time we told our side of the story. By applying design thinking (deconstructing then reconstructing) to Arab identity, we hope to open up creative minds and provide them with a platform for expression free from religion, hopefully to match if not change eminent negative stereotypes. It’s time for change. It’s time for #PlanKaf.

A Prequel to KAFLAB


A rebranding boom has swept the Arab world over the last decade. Every brief for a new visual identity asks for the same thing: Develop a “very Arab” image. But no one seems to be able to decide what that means. Arab identity is so hard to define, and so often misconstrued, that finding unifying visual elements to represent it is virtually impossible. It doesn’t exist yet. Take the symbol for Arabic on the Mac, which is a hilal, or crescent moon. The crescent is a symbol associated to Muslims and not to Arabs. This was the starting point of our work at Kaflab, a foundation dedicated to redefining Arab identity through a creative lens by examining design, iconography, symbolism, and identity. Our task was to try to find a strong Arab icon as a starting point, leading us to the Kafiye. By throwing Arab identity under the microscope, we hope to open up a new array of possibilities and experiment with the elements of what makes us who we are. The outcome? Pushing boundaries, exploring trials and social change.

Meet the Team


Celine Assaf Boustani Acting Director


Tarek Atrissi Co-Founder

Hala A. Malak

Hala A. Malak Co-Founder


Fawzi Rahal Digital Director


Oussama Ghandour Creative Director