Lalaa

Laala, pronounced as “Laleh”, is a platform supporting Afghnistan’s revival and exportation of skilled craftsmanship. Laala, organized by US Aid, was its first ‘Chic Pop-Up’ in Dubai held in December 2016. The luxury retail event at City Walk showcased jewelry, fashion, carpets, textiles and local produce from Afghanistan.The task at hand was to create a logo and visual identity that would reflect the event and the country it represented. The design was inspired by two key elements of beauty that have long-standing associations with Afghanistan - the tulip, a flower predominantly found in the country, and the gemstone lapis lazuli, one of Afghanistan's greatest treasures. The intense blue of the gemstone lightly dusted with small flecks of golden pyrite was reflected in the visual identity. The bilingual logotype allowed for modular use across brand collaterals.