Preserving The Heritage.
Innovating The Craft.
A BRAND IDENTITY FOR TURATHI
The UAE handicraft industry is an intrinsic element of the Emirati culture; it represents the achievements of the past to convert basic elements into useful and attractive domestic/ decorative items. Despite its value and appeal however, their economic and cultural potential was largely overlooked. Poor promotion and presentation made these beautiful crafts virtually inaccessible.
As part of its mandate to conserve and promote the culture, The Abu Dhabi Authority for Culture and Heritage launched this project to; safeguard and revive traditional UAE handicrafts; cover Abu Dhabi’s existing gap in cultural merchandising; and increase awareness of the value and history of Emirati handicrafts.
The brief was to develop a brand identity for the various handicraft products and its supporting merchandising to reflect the spirit of Emirati culture along with packaging for its various product lines.
The solution was “TURATHI”, which means “My heritage” in Arabic language. The brand strategy and visual identity was derived from the core concept of “Preserving the heritage. Innovating the craft.” Inspired by the Emirati heritage and the hadicrafts itself graphic elements and color palettes were brilliantely married to create a modern and fresh look. Product descriptors and unconventional packaging were created to build interest among target audience and promote the culture and heritage of Abu Dhabi.
• Brand Strategy
• Brand Architecture
• Brand Identity
• Print Design
• Digital Design