DESAR

Nawawi Studio.

/ART DIRECTION & PHOTOGRAPHY

AMPLIFYING A CULTURAL HERITAGE

DESAR

The time when we worked in our home turf.

PRODUCTION
ART DIRECTION
E-COMMERCE LIBRARY
SOCIAL MEDIA CONTENT
VISUAL COMMUNICATION
PHOTOGRAPHY/VIDEOGRAPHY

CHALLENGE

Desar, a Saudi traditional fashion brand, approached Nawawi Studios to rebrand their visual communication identity and establish a new image for their brand. They wanted to position themselves as a fashion icon brand across the MENA region, with a strong focus on their slogan "هوية مفتخرة" (meaning "proud identity" in Arabic).

APPROACH

To address their needs, we decided to create a captivating commercial video that would humanize the Desar brand and highlight its core values. The main objective of the video was to communicate the immense value one gains by wearing Desar garments and to showcase the brand's unique position in the marketplace. We were particularly keen on highlighting Desar's deep cultural significance and traditional symbolization in every product they offer.

By adopting this approach, we aimed to not only elevate Desar's new branding identity but also establish them as a leading fashion brand that reflects the rich cultural heritage of Saudi Arabia.