Aura
Aura is a new Saudi Arabian home lifestyle brand. Our brief was to create a brand identity, store environment and brand communications, to encapsulate a new confident and younger Saudi style. We designed the new logo mark, logotype and all in-store communications, in English, with an Arabic version.
The ‘Iconic’ range represents the heart of the brand, in which traditional Middle Eastern products are restyled with a contemporary twist. Iconic sits proudly in the centre of the store within a clean white glowing glass structure, radiating light and pulling in the customer. The opacity of the premium translucent bags echoes this design. The finest quality and detail can be found in every design element, from the bespoke patterns on the packaging, to the rich dark cerise backlit glass of the service desks.
The atmosphere of the store is dark and moody, with strong accent lighting picking out the product with a jewel like quality. The merchandise is grouped in lifestyle displays, bringing together vibrant colours and patterns in the contemporary area, mixed with a more subdued palette in the classic display.
