Hammam Tourism - Case Study · Brand Identity · 2023
Industry | Duration | Region | Role |
The Challenge
Hammam Tourism had a loyal local clientele but a brand that looked like a 2009 clip art template. The founders wanted to compete with regional players for premium itineraries, but their existing identity made them invisible to that segment. They needed an identity that read 'considered, considered, considered' at first glance.
01 - Bilingual mark — must read with equal weight in Arabic and Latin script |
02 - Brand had to survive scale — from a 16px favicon to a Riyadh storefront |
03 - Differentiate from the 'palm tree + sunset' tourism cliché |
04 - Apply across print, digital, social, signage, and travel documents |
Our Approach
We worked the wordmark and the symbol in tandem — neither commits before the other does. The Arabic 'هـ' and the Latin 'h' were drawn from the same skeleton, giving the brand a single mark that reads in both scripts. Color stayed disciplined: one deep purple, one accent yellow, no decoration.
01
Position
Stakeholder workshops, segment positioning, and naming validation. Locked in 'premium considered' as the brand voice.
02
Mark
Wordmark and symbol developed in parallel — bilingual grid, dual-script construction, accessibility tested at 16px.
03
System
Color, type, brand pattern, photography direction, and voice guidelines. Full bilingual identity package.
04
Roll Out
Stationery, social templates, web identity, signage spec, itinerary documents — all bilingual, all on-system.
What we shipped, what it did
Outcomes
2 Scripts
Latin + Arabic with identical visual weight
4 Versions
Identity locks for every brand surface
2.3x
Premium itinerary inquiries in 90 days post-launch
<8wk
From kickoff to a full bilingual identity system
Customers testimonials
The new identity didn't just change how people saw us — it changed which customers walked in. Within three months of launching, the kind of brief we received looked completely different. Zaawia understood the business move, not just the design.
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