Brand Identity · 2025

Soukar

A tribute to Moroccan artistry — handcrafted collectibles wrapped in a bilingual gold wordmark.

01 — Overview

Soukar celebrates the visual language of Morocco through handcrafted wooden collectibles inspired by the country's architecture, craftsmanship, and everyday beauty. Each piece is a small homage — designed to bring a story of Morocco home.

02 — Challenge

Honour a centuries-old craft tradition without slipping into pastiche — the identity needed to feel reverent, modern, and quietly luxurious.

03 — Approach

A gold serif wordmark set alongside its Arabic counterpart anchors the system. Each colourway — henna red, orange blossom, Moorish deep blue, garden green, tile turquoise — carries its own story printed inside the lid, with debossed geometric pattern wrapping the box.

04 — Outcome

A full collectible packaging suite: five colourways, bilingual wordmark, patterned box treatments, insert storytelling cards, and a table-set art direction that places the pieces back into Moroccan hospitality.

05 — Selected artefacts

Original magnets — the first exploration: five laser-cut, hand-painted basswood tagines that became the foundation for Soukar.

Henna — a tribute to the geometric language of traditional Moroccan henna.

Orange Blossom — the delicate scent of blossoms and warm Moroccan mornings.

Moorish Arches — the timeless arches and architectural details of Moroccan heritage.

Garden green colourway with debossed pattern wrap.

Tile turquoise — zellige-inspired carving against a deep blue box.

Set the table — the collection returned to Moroccan hospitality.

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