Summary

The idea of ​​the project is to create a brand “Irth” for souvenirs, which is inspired by the Saudi heritage to reflect and spread Kingdom’s culture and arts to the world. The idea of ​​the project came after the development of tourism in the Kingdom and due to the lack of designs for souvenirs that show our culture and heritage.

The idea of ​​the brand is to design several collections of souvenirs for the Kingdom with drawings inspired by patterns from our local heritage with modern touches. The first step will be to launch the Al-Asalah group which will focused on the Riyadh region.

The targeted audience for the brand is tourists and visitors from both sexes coming to events in Riyadh region. Their ages' range is between 18-65 with middle and high-income. Also, the targeted people are those who are interested in designs, arts, historical sites and archaeological scene. They are also interested to get and collect souvenirs to remind them of their moments and the sites they visited.

For Visual , It was inspired from decorations found in the old houses in the Riyadh region and was chosen due to their uniqueness and rare patterns.

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The colors were chosen to give a modern and lively character to our local decorations, to present them to other people and cultures and to assist them to  global reach. The presence of strong and calm colors resulted  to the presence of a high contrast between the colors, which helps to attract the audience to the brand.

The fonts used for the Arabic and English languages of the brand combines simplicity and is easy to read for the audience. Also, these fonts were chosen for both languages because they are similar to the brand's logo endings and has sharp lettering at the end.

The selection of 3D illustrations for the visuals is to show the aesthetics of the decorations. Also, this is to present them in a unique and unparalleled way to the audience. In addition, It combines simplicity and modernity to attract the attention of the public.

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