Kraz’s visual identity was inspired by it’s link to the UAE’s culture. We communicated this through visually referencing the UAE’S natural landscape; the desert.
Various patterns were created using torn paper in order to mimic the sand dunes in an artistic, unique and craft led way. As well as the colors – blue to illustrate the sky, shades of yellow and orange for the sand dunes, and green for the ghaf and palm trees.
The logo is contemporary and minimal, designed to give the brand a slightly more refined and formal touch away from the colorful torn paper designs. As well as the addition of white, providing a calm contrast across brand touch points.