NÅ«r Living entered the UAE home and lifestyle market with a strong product line but no clear identity to tie it together; three years of ad-hoc branding across packaging, social media, and retail displays that didn’t look like the same company. They needed a name, a visual identity, and a tone of voice that could carry them into their first flagship store.
We started with positioning, not design mapping where NÅ«r Living actually sat against comparable home brands in the region before naming or logo work began. The name itself plays on the Arabic word for light, chosen to work equally well in English and Arabic type. From there we built a visual identity, packaging system, and brand guidelines that could scale from a product label to a full retail interior.
Bilingual Identity System
Naming and Language: The name draws from the Arabic word for light, built to read naturally in both Arabic and English type from day one.
Scale Across Touchpoints: The identity holds up from a small candle label to full storefront signage without losing legibility at either end.
Working With a Family Business
Stakeholder Alignment: Getting buy-in meant walking three decision-makers through the same positioning logic rather than pitching one finished concept.
Budget-Conscious Production: A two-colour print system kept packaging costs in line with a tighter-than-typical flagship launch budget.
The new identity launched alongside NÅ«r Living’s first flagship store in Dubai, with consistent branding across packaging, signage, and social for the first time. Store visitors and online engagement both picked up in the weeks following launch, and the brand guidelines now govern every new product line without a redesign each time.
“Extremely proud to unveil our Ramadan campaign, Journeys of Ramadan, a tribute to art, identity and reflection. The results of many months of hard work across teams. From the Middle East with my beautiful team to Central team in Rome under the incredible artistic direction of Amira and Twenty Seven Marketing team.”
