The goal of the identity here was to take a distinctive Omani visual element and build around it to take the world of fashion and jewelry to a new, global and modern level. The inspiration was from the distinctive shape of cushions with striking colors in old Omani homes, castles and forts, while the brand name was designed specifically in a simple customized naskh script. It is accompanied by a matching Latin font, but the entire visual identity is built on a lively visual theme that is pleasing to the eye, presenting that deep Omani culture in a new way