With a rich heritage that stretches over 80 years, the Al Zain family name is synonymous with high end, handcrafted jewellery. I was commissioned to refresh their identity, a stylised swan, and an icon they wanted to maintain as much as possible. My solution? Create the shape of a swan in Arabic calligraphy that read “Al Zain”. The slogan “embrace life” was inspired by two swans in a warm embrace – a symbol of love, beauty and elegance. A distinct colour palette was developed and is seen more prominently in the packaging, where jewellery is presented in a leather jewellery box embraced by two sleeves. Various jewellery collection sub-brands were also created.