Brand Identity · Packaging
Athela
Designed the logo from scratch — an original square-Kufic Arabic monogram — and built it into a luxury packaging system in gold and black.
- Role
- Brand Designer · Creative Direction
- Product
- Brand Identity · Packaging
- Categories
- Branding
- Scope
- Logo · Brand Identity · Guidelines · Packaging
01
Challenge
Create an identity that is distinctive, memorable and consistent across every application.
02
Goals
- Define a clear visual identity
- Create usable brand guidelines
- Apply the brand across real touchpoints
03
Approach
- 1Logo
- 2Brand Identity
- 3Guidelines
- 4Packaging
04
Decisions
01
Concept first
Started from the story behind the brand.
02
Built to scale
Designed a system, not just a logo.
03
Real applications
Tested the identity on actual materials.
05
Outcome
A complete identity ready for real-world use. This work is part of the creative foundation behind how I approach products today.
