AWJ Abaya

AWJ Abaya is an online platform dedicated to offering stylish and contemporary abayas for modern women.

problem

AWJ Abaya started as an online store with a functional presence but lacked a defined brand identity beyond a basic logo. In a highly competitive digital market, especially within modest fashion, many brands rely on similar visuals and predictable aesthetics, making it difficult to stand out or create a lasting impression.

solution

The goal was to create a bold and expressive visual identity for AWJ that reflects both individuality and cultural depth. I began by developing a Calligraffiti logo—combining freestyle Arabic lettering with a modern, artistic approach. This style brings energy and uniqueness to the brand, allowing it to stand out while maintaining a strong connection to the Arabic language and identity. A darker shade of purple was introduced as the primary color, moving away from the commonly used lighter tones. This choice adds a sense of richness, depth, and sophistication, while brown accents were used to ground the palette and bring warmth and balance.

To further root the brand in its Saudi identity, traditional Arabic patterns were incorporated into the visual system. These elements add texture and cultural relevance, creating a bridge between heritage and contemporary design.

year

2024

timeframe

30 days

tools

Adobe illustrator & Photoshop