Branding project for Riad El Aaiun in Marrakech, the latest riad and a new member of the Brummell Projects family, a collection of boutique stays in Spain and Morocco. Like other Brummell locations, it combines an interest in traditional architecture with a contemporary perspective, offering a unique and authentic experience.

The graphic identity draws from classic Arabic stepped crenellation as a defining architectural motif. It is translated into a refined modular system of forms and patterns, resulting in a bold yet playful visual language for digital animations, as well as an iconic finish for printed applications.

The warm color palette is inspired by the riad’s glass window elements as well as it recalls the tones used in traditional tilework typical of the region. Together with the chiseled typeface, it adds a layer of warmth to the geometric visual system.