Zahara

Female Co-Working Space

Najaf, Iraq

Positioned between wonder and open-mindedness, the Zahara brand identity encourages women to explore their identities as they grow.

This co-working space was specifically designed for women in the cities of Najaf and Basra between the ages of 18-35 that wanted to explore a different part of their identity by growing and learning.

We decided to create a fun and welcoming brand that inspired a sense of wonder as they discovered and explored different connections, topics, people through the space.

Year & Sector
2022 | Co-Working Space

Services
Brand Strategy and Naming
Identity Design
Custom Illustration
Merchandise
Environmental Design

Collaborators & Designers
Eman Jasim, Illustrator
Sara El Kadi, Graphic Designer
Imene Ben Youssef, Graphic Designer

Visual Concept: Aisha in Wonderland

Alice in Wonderland is about a child's struggle to survive in the confusing world of adults. She uses her innate childlike wonder and open-mindedness to be able to explore and make sense of the nonsensical world of adults.

We wanted to channel that sense of child-like adventure and make it available to the women so that they can explore their identities as they grow.

Logo Concept:
Inspired by Arabic letters, we crafted the Latin letters using a freehand sketch. To give it an Arabic vibe, we added the lines and dots that are vowels used in Arabic Calligraphy.
This is a dynamic logo created to accommodate the brand’s needs in different spatial and layout situations.

Zahara in Arabic
means to blossom.

It has three syllables that reflect the three pillars of the space: Training, Co-working, and Cafe.

Its a familiar enough name to have a lot of positive associations but it’s still fresh enough to feel new.

It inspires a sense of wonder.

Using phrases that are familiar and widely used
among the women in Iraq, we chose to incorporate the phrases
using a lipstick-inspired Arabic font (29LT Massira) into the branding.