2011 Winners & Shortlists

Brief Explanation

The challenge was to create an identity that would appeal in itself and at the same time define the concept of the cutlery store’s products. The concept of valuable products offered at the store had to be reflected in the final design.

The Brief

The brief was to create a brand identity which catered only to the high end segment. This designer cutlery shop offered products that are carefully selected from all over the world, the concept of carefully selecting high quality products was the USP of the brand and this had to be reflected in the design of the logo.

How the final design was conceived

The minimalistic approach of using the gem stone, after which the store was named, was the best way to go about the design. The design reflected the precious products that were offered inside the store and since the store did not have mass appeal the name of the brand did not have to be mentioned, just the symbol of the turquoise stone (although as per ministry rules the name of the brand was mentioned both in Arabic and English on the store signage).

Indication of how successful the outcome was in the market

This experimental design of keeping just a symbol/icon as the logo worked very well for the brand, as the brand did not require the high equity. Although at the same time having just a symbol of a precious stone as the logo created both mystery and inquisitiveness amongst the target audience, who wanted to see what was offered in this unique store.