Kuwaity concept brand Zeri Crafts

Mayúscula designed the bilingual visual identity for Middle East brand Zeri Crafts, a company that aims to reinterpret the richness of the Gulf handicrafts with its homewares.

The name Zeri refers to the fine gold thread that embellishes the region’s typical gowns. The visual identity presents gold motifs inspired by Sadu Bedouin weaving in new delicate ways, as if weaved with zeri thread. The modularity of the elements is constructed with half-square triangles, from the Z of the symbols to all the patterns. Special care was put in the typography to achieve equal visual weight in both the Latin and Arabic logotypes.

Services for Zeri Crafts include: visual identity, brand consultancy, naming advisory, stationary, packaging, hangtags, garment tags, spatial design system, communication materials, lookbook, and cobranding, among others.

Mayúscula has helped Zeri Crafts position itself as a brand rather than a business.

Laila Al Hamad, founder