Luxury brand identity and premium packaging built around an original square-Kufic Arabic monogram — gold on black.

Brand identity for Athela, a premium brand based in Jordan, rooted in heritage and elegance. I designed the logo from scratch — an original square Kufic (Murabba) monogram of the Arabic name — and built it into a full luxury packaging system in gold and black.

Brand & Identity Designer — original logo & full system. Created the square-Kufic monogram and applied it across the luxury packaging suite.

Original square-Kufic monogram, Arabic wordmark, Latin ATHELA lockup, and rigid-box packaging system. Tagline: Heritage Inspiring Elegance. Jordan.

1. 01

   The logo — I created a geometric square-Kufic monogram in gold, paired with an Arabic wordmark and a clean Latin "ATHELA" lockup. It fuses traditional Islamic calligraphy with a modern, minimal structure. Tagline: Heritage Inspiring Elegance.

2. 02

   Visual language — A restrained gold-on-black palette signalling luxury, with thin gold rules and bilingual Arabic/Latin typography. The design earns its impact through material and restraint, not decoration.

3. 03

   Packaging — Applied across a rigid-box system: magnetic gift box, sliding drawer box with ribbon pull, and a ribbon-handled shopping bag — gold foil monogram on matte black throughout, with a folded leather-look tab detail.