AYA
Summary
Ayah Al Bitar is a Saudi Arabian furniture and product designer, who studied in New York. Through her work she merges tradition and modernity, creating products that combine the east and the west. Initially her brand portrayal was based on her first products are mostly prayer accessories such as prayer beads and Quran stands, and this created a limitation when she’s exploring her creativity to come up with more modern and contemporary designs.
We talked to her to understand her vision and future products better, which led us to come up with a new brand identity for her. The new brand direction is based on the simplicity and elegance of her design philosophy, and staying true to her roots of design, combining tradition and modernity, east end west.
Solution
The brand is represented by a simple custom logotype. We chose a sans serif base to work with due to its contemporary and modern property, and introduce contrasts from vanishing lines to thick lines across the anatomy of the letters, which represents a touch of Arabic scripts within the letters.
When it comes to adding colors, the dark green came to mind due to its enigmatic personality and luxurious presence. Combined with a softer beige color, the brand comes to live as a premium brand with strong persona and approachable in nature. On top of the brand identity, we felt that typography plays a big role in representing Aya as a brand. We couldn’t find a font that perfectly matches the personality of Aya, and as a result we designed a custom font for Aya that carries forward the personality of the brand.
We know that the brand identity we created was on point when she came up with several product designs that incorporated the logo as part of the design =)