Abaya is an online exclusive store for all abaya designs and designers.
The project is based in Kuwait and targeting GCC or middle eastern women and women who wear hijab all over the globe. They are dedicated to selling quality and affordable abayas exclusively which sets them apart from any competition.
In the project kick-off meeting, we gathered with the client to set the brand direction and agree upon the creative concept. It was clear to us that we need to highlight our Arabian identity as a core brand theme.
We started analyzing the elements that make up our Arabian identity.
We explored everything from motifs to the calligraphy and even the styling of abayas.
And by setting our compass clear from the beginning, we knew that the luxury feeling would need a custom type to reflect the Arabian essence. And to complete that, we selected a mono-color palette of black as the default color of the abaya, with neutral shades of elegant grey.
CONCEPT
From the flowy and ruffled feeling of abayas, we came up with an Arabic logotype that reflects the modernity of design with long endings flowy inspired by abaya waves.
And since the brand will be targeting all hijabi women regardless of location, it was essential to create an English matching version of the logotype.
We also created a responsive version of the logo, using the initial letter as a symbol of elegance, to be used in small spaces and different printings including the website favicon.
And in the shooting, the color palette helped a lot in highlighting the final product and supported the original style of the photography. It also made the packaging look unique, elegant, and luxurious.
It was essential to have different visuals so that users don’t get skeptical about our media.
So in the identity creation stage, we made five primary patterns and four secondary patterns that can be used in various combinations.
Imitating the shapes of accessories and fabrics, we crafted functional patterns to be used on social media, websites, collections launches, and even packaging.
