Bazi was a branding project built from the ground up, inspired by the rich heritage of Persian backgammon and the convivial spirit of Arak. In Farsi, bazi means “game” or “to play,” capturing the essence of connection, strategy, and tradition that defines both the drink and the experience around it. Given the brand’s cultural roots, purpose, and audience, I developed its identity—logo, voice, and overall aesthetic—to honor tradition while embracing modern play.

No pretense, no outdated formalities—just an authentic, well-crafted spirit designed for connection. With a tone that’s warm, nostalgic, and effortlessly social, Bazi isn’t just about what’s in your glass—it’s about the stories, laughter, and games that unfold around it.