The work.
25 years of building brands, businesses, and ideas. Not a portfolio — a body of work.
Brand Building
FiLLi Cafe
From a single karak chai outlet to 80+ locations across the UAE. I didn't just design the brand — I shaped how an entire generation thinks about tea.
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Founder Documentary
The Podcast
Long-form conversations about brand building, merchant thinking, and what 25 years of business actually teaches you. No scripts, no guests — just honest reflection.
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Founder Documentary
ashmo.io
A personal platform for thinking out loud. Built to document 25 years of business lessons — not as advice, but as lived experience.
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Merchant Mindset
The Early Hustle
A grocery shop in Deira, training institutes, graphic design, computer assembly, freelancing — the years that looked like chaos but were actually preparation.
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"The years that look wasted are often the ones doing the most work."