ZERI CRAFTS Design & Branding ZERI CRAFTS by MAYÚSCULA BRANDS, SPAIN

ZERI CRAFTS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Spain
Agency MAYÚSCULA BRANDS, SPAIN
Released February 2013

Awards

Dubai Lynx 2013
Design CORPORATE IDENTITY SCHEMES BRONZE

Credits & Description

Client ZERI CRAFTS
Product GULF-INSPIRED HOMEWARES
Entrant MAYÚSCULA BRANDS, SPAIN
Type of Entry: Design
Category: CORPORATE IDENTITY SCHEMES
Title: ZERI CRAFTS
Product/Service: GULF-INSPIRED HOMEWARES
Entrant Company : MAYÚSCULA BRANDS, SPAIN
Advertising Agency : MAYÚSCULA BRANDS, SPAIN
Name Company Position
Rocío Martinavarro Mayúscula Brands Design Director/Designer
Lucia Pigliapochi Mayúscula Brands Designer
Albert Trulls Mayúscula Brands Designer
Roger González Mora Mayúscula Brands Designer
Brief Explanation:
The design goal was to reflect Gulf traditions in a modern way, and be highly recognizable. Its look and feel had to be at once Middle Eastern and confidently contemporary, rooted in culture, and defined by high craftsmanship and fine materials. It should appeal both to young and traditional generations, as well as tourists, expatriates and local citizens. The references provided by the client consisted in Sadu Bedouin textiles, and thobes and bisht, the gold embroidered traditional dresses in the Gulf. Another important aspect was to create a wordmark with equal weight in Arabic and English.
Describe the brief from the client:
Zeri Crafts is a new Kuwaity concept-brand, born to promote homewares inspired by Arabic heritage. It seeked to carve out a niche as one of the newly emerging companies to promote Gulf-inspired wares in the region, tapping into a citizenry thirsty to reclaim its cultural heritage, a growing tourist industry and expatriate community eager to find Gulf-inspired products. Zeri Crafts planned to launch 3 product lines: the home, the pantry and the wardrobe. The goal was to design a bilingual (Arabic-English) identity and to create a strong brand that was able to carry and convey all these meanings.
Description of how you arrived at the final design:
The name Zeri refers to the fine gold thread that embellishes the region’s typical gowns. The identity presents motifs inspired by Sadu Bedouin textiles in a new delicate way, as in weaved with gold zeri thread. It is also inspired by mashrabiya carved windows, present in traditional and modern architecture. The visual system consists of three symbols containing Sadu-inspired hanbaliyas, and three complimentary patterns. The modularity of all elements is achieved through half-square triangles, present in the Z structure of the mark symbols, the patterns, as well as some proposed formats.
Indication of how successful the outcome was in the market:
The business is becoming an icon among craftmanship lovers in the Gulf, since its launch at prestigious Al Sadu House in Kuwait. It has been featured in UAE National, Bazaar, Kuwait City Pages, Al Anbaa, Al Jarida, Al Watan, Osrati and international press. Their products have been exhibited and/or sold at London's Mosaic Rooms, Dar Nur, Dar Al Athar Al-Islamiyya's Museum Shop at Kuwait's Amrikani Cultural Center, or Kuwait Textile Arts Association. The brand collaborates with the local industry and most prestigious designers and weaver experts from places like Cambodia, Laos, Belgium or Spain, to offer the best quality crafts.