Third Culture

2akoon (translation to be) is a brand that aims to start a conversation among the Third Culture Individuals of the Arab diaspora in London and give them a sense of community. It targets people who are part of this phenomenon and fall between the cracks of National Identity. The brand consists of a symbolic system which has been created to help identify the target audience and their third culture journey. Furthermore, it is also a digital platform that connects them together and acts as a medium to share their story.