At the forefront of the brands visual identity is a set of textures that are captured from the artists, product, material, technique or raw material. These were taken in relief form and digitally scanned to preserve the authenticity, diversity and richness of design found in Saudi culture. Photography captured is also of the actual artists hands that are elegantly working on their craft.

The end result is a beautiful, contemporary brand that pays homage to the variety and exceptional craft on offer in the Kingdom.