Client: Abby Shawaya
Service: Branding, Packaging
Year: 2026
Abby Shawaya’s visual identity was developed around the tactile qualities of Arabic calligraphy, shifting the focus away from readability and toward the expressive potential of the script itself. Rather than treating typography solely as language, the project cropped the Arabic letterforms, allowing their curves, counters, and strokes to become the foundation of the brand’s visual character.
By magnifying and cropping into the micro-details of the calligraphy, the identity transformed fragments of the script into a flexible pattern system that could extend across packaging and print applications. The main Arabic wordmark was further manipulated through the use of silhouettes and outlined variations.
To reinforce the brand’s authentic character, the identity incorporated retro-inspired stamps, stickers, seals, and labels that appeared throughout the packaging, receipts, and social media graphics. These elements evoked the visual language of traditional takeaway packaging and ephemera.