Overview:
In this project, I embraced the opportunity of an inspiring journey to craft the distinctive brand identity for “Shami House – Damascene House,” a prominent supermarket chain located in Dubai. The primary objective was to create a visual language that not only reflected the authentic food and rich culture of Syria but also resonated with the diverse customer base in Dubai.
Project Challenge:
The challenge was to encapsulate the multifaceted essence of Syrian culture, spanning food, heritage, and tradition, within a modern brand identity that would stand out in the bustling retail landscape of Dubai.
Client/Company:
Shami House, known as “Damascene House,” was founded with a commitment to offering locally produced products that showcase the flavors and cultural wealth of Syria.
Objective:
The goal was to seamlessly weave together the rich culture of Damascus, the origin of Shami House, with the vibrant urban environment of Dubai. The brand image needed to reflect the authenticity of the products while captivating the cosmopolitan tastes of the audience.
Design Inspiration:
Drawing inspiration from the ornate symmetrical lines of the Kufi script, we blended contemporary aesthetics with traditional roots. Infused with intricate patterns and motifs reminiscent of Damascus’s cultural heritage, the design aimed to transport customers to the heart of Damascene culture.
Design Execution:
Consistency was achieved by adhering to the principles of Arabic calligraphy throughout the design process. This ensured a coherent visual language that effectively conveyed the essence of Damascene culture. The color palette played a pivotal role in conveying the brand’s values and message.
Primary colors
- Zinnwaldite Brown: A warm and earthy shade symbolizing stability, comfort, and tradition.
- Aztec Gold: A rich and elegant color signifying wealth, prosperity, and luxury.
- Red Brown: A bold and energetic hue representing strength and passion.
- Medium Carmine: A vibrant color conveying creativity and dynamism.
- Cal Poly Pomona Green: A fresh and soothing shade connecting to nature and growth.
Challenges & Solutions:
Integrating the diverse cultural aspects of Damascus into a modern supermarket brand was a challenge. The solution was to balance traditional design elements with contemporary aesthetics, creating a harmonious blend that resonated with both Syrian heritage and Dubai’s cosmopolitan atmosphere.
Results & Impact:
Upon unveiling the new brand identity, Shami House experienced a remarkable surge in customer engagement. The design successfully conveyed the authenticity and cultural richness of its products, establishing a strong emotional connection with customers. The brand’s recognition in Dubai’s competitive retail landscape solidified its position as a cultural and culinary hub.
Key Takeaway:
This project highlighted the significance of cultural sensitivity and the fusion of tradition with modernity. It underscored the importance of understanding the audience to create a brand identity that resonates deeply.