Brand Identity Concept
This rebranding project presented a unique challenge: the client was not satisfied with the structural formation of the Arabic name itself—not the font, not the style, but the way the letters were originally constructed. This required a deeper creative approach to redesign the Arabic wordmark from the ground up.
The brand is positioned in the luxury and premium lifestyle space. To ensure the new identity aligned with this direction, the strategic foundation began with defining the brand archetypes. After exploring the brand’s essence and emotional drivers, the Lover and Creator archetypes were selected to guide the creative direction, shaping both the visual tone and the personality of the brand.
For the English logotype, a modern serif typeface was chosen to reflect sophistication, elegance, and a sense of refined luxury. The high contrast in the letterforms enhances the premium feel and supports the brand’s high-end positioning.
For the Arabic logotype, a custom design was developed by adapting the spirit of the English typeface into Arabic. The focus was on creating harmony between both scripts—ensuring that the Arabic version carries the same aesthetic values, rhythm, and visual DNA as the English logotype. Shared structural cues and subtle design parallels were incorporated to create a unified and cohesive bilingual identity.