Tell us a little bit about your Dokkan project.
Being from Saudi Arabia, I experience some interesting reactions from people around the world when traveling and telling them where I'm from. They usually reflect what the media and news showcase about Saudi. So, for my Masters thesis project, I decided to create Dokkan, which is a traveling pop-up shop presenting and promoting a sample of Saudi Arabian culture and history through its products. The word dokkan is Arabic for shop or store. The brand, the experience, and the products show a new perspective and promotes positive connections to Saudi Arabia and its people.
Every aspect of Dokkan's design was inspired by Saudi and presented in a modern, edgy way. In my research, it was pretty clear that geometry played a big role in the decorative shapes used in architecture and tapestry. And at the heart of all those geometrical patterns is the shape of the triangle. From this, the triangle became the most important design element in the identity of Dokkan.
The project was big, it included the brand design, advertising, packaging, storefront design, website and creation of new products like a poster series. The packaging of each of the products sold in Dokkan tells the story of that particular product, how it's used, what it symbolises or what the word means. The poster series features Arabic proverbs in which the proverb is written in Arabic in a way that illustrates the meaning, and it is translated to English in a literal manner and the meaning behind it is explained.