The insight
After conducting an audit, we realised the need for a new name that communicates the offering in a stronger way, and a clear visual language that showcases the products and their purpose.
The approach
Introducing ‘Alef Meem’ – the name is inspired by the Quranic words and the initials of the founder.
We crafted a beautiful Arabic-first identity, and utilised Islamic symbols like arches and motifs across the visual language. We also created patterns utilising the accents in our Arabic typeface that are reminiscent of Islamic architecture. We brought this identity to life with stationery, website design, social media look and feel, packaging and photography style. Since the launch, the brand has been received extremely well and the conversions have grown significantly as well.
