create a brand identity design for an online platform that aims to bring nature, simplicity, and the ancient wisdom of Arabia to the US through care products & crafts made by the local communities.
I wanted to center the story-telling aspect of the business that highlights as well as celebrates the culture (especially craftsmanship) of where the whole production process takes place from start to end. The importance of the Arabic language and poetry in Arabia were the inspiration for the calligraphed logo. The main element of the brand is a graphic combination of elements that overlap each other; they are made of Kilim (Arabian rugs) motifs that have meanings, natural elements in the desert, and the simple shapes you find at a desert. Hence, each combination has a meaning and tells a story. The patterns can be assembled in various combinations, depending on the mood, usage, and need.