Designing an identity for a luxury brand

• Tags: Branding, Identity, Calligraphy

Sahara Noon is a luxury clothing and leather brand with a focus on genuine quality. Their products are sourced from and cater to a clientele spanning over Africa, Asia and parts of Europe.

The name ‘Sahara’ is entwined in flavours of Africa, but has an Arabic root, while ‘noon’ is a character in the Arabic alphabet. The logo thus needed to represent the brand’s Arabic heritage.

The result was a calligraphic logo with an Arabic feel to it. The use of gold, white and black, as brand colours, pay homage to the brand’s cultural roots, while giving a modern and sophisticated outlook. The inclusion of the ‘Jali’ pattern completes the overall makeup of the brand.

Through its hues and symbols, Sahara Noon invites you to experience the best of avant-garde fashion.