I was looking for old movie posters in Cairo’s oldest book market. There I found a book called ‘Le Structuralism’ by Jean Piaget translated to Arabic, printed and published in 1971. I am no stranger to the allure of old books, but this was a new kind of magic; the headline was in pressed Ruq’ah letters. That was my Eureka moment: it opened me up to experimentation with Ruq’ah and helped me let go of my previous limitations. I started looking more deeply into street language, movie posters, practicing traditional Ruq'ah calligraphy and reading an infinite amount of typography books by hundreds of writers. This is how Felfel was born. —Abdo Mohamed, founder of Boharat