I was approached to create a brand for a high-end modest wear boutique named Tamarisk in an exclusive mixed residence / retail part of town.

The interiors of the space were very contemporary, relying on textures and luxe finishes. There was a lot of light and the furniture was extremely minimal, giving the boutique an uncluttered but comfortable space in which to view the clothes.


The branding needed to echo this and although, the interiors and even the silhouettes of some of the pieces were very simple and Western-influenced, the brand itself was to cater to a predominantly Arabic female target group. Therefore, the logo became the letter ‘taa’ in Arabic, and although, still legible, has been made extremely squared and elongated. The typography is minimal and functional.


The business cards followed suit, taking a minimalistic approach in colour, layout and spec. The cards were printed on a bright white ultra smooth stock that felt buttery to the touch.


The brochure cover was inspired by a minimalistic Japanese bookbinding aesthetic and is both beautiful and functional. The specs here became tactile and enhanced through various textures like embossing and linen paper, coupled with the buttery softness of a lighter weight of the business card paper.

The layouts echoed the simplicity and here I stuck to tonal simplicity and textural images to enhance the layouts and to create tension between the pages.


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