Darusha
Full branding, calligraphy design, stationary design, creative direction, typography
2021/2022
Darusha founded in 2005, is an exclusive multi brand boutique offering a curated collection ranging from casual wear, to simple chic, cocktail dresses and evening gowns based in Kuwait.
This bespoke design is a modern calligraphic approach far from the traditional calligraphy aesthetics. Inspired by the Western and European typeface designs, this logotype is an innovative approach to combine European designs using Arabic letterforms.
The soft curvatures of the letters communicate a delicate side to the bold typeface. The bold design on the nuqat (dots) of the letters aim to reflect on the definition of the name ‘Usha’. Based on our research the name ‘Usha’ in Sanskrit defines as: Dawn and the mythological daughter of heaven and sister of night. This definition inspired us to go bold with the nuqat and allowing them to stand out like a full moon shinning bright in the night sky.
The design of the emblem/icon is an abstract design of the word usha written in arabic, this was intentional so that the identity would have an abstract brandmark that also has a meaning. This allows the brand to avoid repetition in an interesting way that also connects the whole identity together.
During the brief the client was seeking a fresh and clean look and feel; a new brand identity which is more consistent, has a clear identity & targets the desired audience. The client asked to keep the primary logo in Arabic to not drift too far from the old identity.
The objective was to design an identity that was modern, sleek, editorial and to create an innovative approach to Arabic calligraphy that fits well with the editorial and retail sector.
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