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Case study / 05

NAWA | نوى

A gift with meaning

Role
Complete brand identity, packaging and social design
Disciplines
Brand identity / Bilingual typography / Packaging design / Social design / Art direction
Plum NAWA gift box and shopping bag with bilingual cream branding on warm stone. Concept mockup.
Signature gifting: packaging concept mockup, not manufactured packagingEnlarge artwork ↗ (opens in a new tab)

The overview

NAWA explores a contemporary Saudi gifting identity for dates, chocolate, and gift collections. The direction, Within, translates the idea of something valuable inside into two opposing rounded folds around a central diamond. English and Arabic wordmarks share the signature, supported by Newsreader, El Messiri, and Readex Pro. Deep plum and warm cream establish the palette, with copper and taupe used selectively. Open contour lines connect the logo to packaging fronts, gifting accessories, and seasonal social layouts. Packaging mockups illustrate the proposed material direction; they do not document manufactured products or a commercial launch.

01 / The challenge

Create a contemporary Saudi gifting identity that can extend across dates, chocolate, gift boxes, and seasonal collections while giving Arabic and English equal prominence. The visual language needed to express meaning and value without relying on literal date or seed imagery.

02 / The response

I designed the complete identity from scratch: the Within symbol, bilingual logo family, colour and typography system, visual language, packaging artwork, social layouts, guidelines, and presentation. Opposing rounded folds frame a central diamond; their open contours extend into packaging frames and seasonal communication. A restrained plum, cream, copper, and taupe palette holds the applications together.

Designed applications

  1. 01Abstract Within symbol with a coordinated English and Arabic logo family
  2. 02Newsreader and El Messiri display typography supported by bilingual Readex Pro information text
  3. 03Deep plum and warm cream palette with selective copper and taupe accents
  4. 04Consistent flat packaging artwork across chocolate and large and small gift formats
  5. 05Ramadan social artwork using the same bilingual hierarchy and contour language
  6. 06Brand guidelines and presentation materials connecting the identity and its applications
  7. 07Concept mockups visualize proposed packaging; supplier confirmation and physical proofing remain outstanding
NAWA English and Arabic wordmarks with a folded square symbol on a plum background.
Flat logo artwork: English and Arabic signatures share the Within symbolEnlarge artwork ↗ (opens in a new tab)
Cream typography board pairing Newsreader, El Messiri and Readex Pro in English and Arabic.
Flat typography board: editorial display type paired with practical bilingual informationEnlarge artwork ↗ (opens in a new tab)
Plum dark chocolate and cream pistachio packaging fronts with matching bilingual logos and open contour lines.
Flat chocolate packaging concepts: a shared layout with controlled colour variationEnlarge artwork ↗ (opens in a new tab)
Plum signature gift and cream small gift front designs using bilingual branding and copper contour lines.
Flat gift collection artwork: one visual language across large and small formatsEnlarge artwork ↗ (opens in a new tab)
Plum Ramadan post with cream contour frames around English and Arabic season of giving headlines.
Flat Ramadan social artwork: a bilingual seasonal message within the signature contour frameEnlarge artwork ↗ (opens in a new tab)
Cream NAWA small gift box, plum chocolate sleeve, gift card and ribbon on warm stone. Concept mockup.
Personal gifting: packaging concept mockup, not manufactured packagingEnlarge artwork ↗ (opens in a new tab)

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