Moroccan references can quickly become surface decoration, especially within a category built around familiar luxury cues. ZAHRA needed a more specific connection to place, expressed through the object itself and the visual language surrounding it.

An early serif wordmark felt too familiar, so the lettering was redrawn with references drawn from Moroccan craft and landscape. A zellige-inspired four-point star shapes the H, while the A echoes shifting sand. The bottle extends the idea through a spiral pattern informed by dunes, and colour gives each fragrance its own mood within the shared packaging system.

The bottle becomes the centre of the concept, carrying the landscape references through form and touch. Custom lettering and colour extend that idea across the collection without making every fragrance feel the same.

Self-initiated

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