Al Wafaa
Al Wafaa Dates
About
An identity for a Jordan Valley Medjool grower, built around an emblem the client already owned: a lattice module that reads as a date and as a repeating unit at the same time.
Context
Four colours, and navy carries it. The Arabic wordmark is drawn rather than typeset, so the name holds the same weight as the mark instead of sitting under it. The lattice repeats into a pattern that identifies the brand before the logo is read, and that pattern is what travels: stand up pouches, presentation boxes, powder blue tins, gift bags, wrapped cartons. The photography stays warm and low, palm shadow falling across sand coloured ground, so the navy has something to sit against rather than float on. In retail the system works at two scales in the same glance, a projecting sign out on the street and a lattice wall standing behind the counter. The guidelines close on the line the whole thing rests on. The lowest place on earth grows the highest grade of date.
The emblem geometry is the client’s own. Clayit built the system around it.
