Al-Turaifi

Where Qatari tradition meets modern luxury.

Al-Turaifi Stores is a heritage retail name in Qatar. Everythink partnered with the brand to craft a distinctive, ownable presence — spanning a reworked logo, a complete graphic language, and brand guidelines to keep the identity consistent everywhere it lives.

The Challenge

Al-Turaifi's original logo was designed decades ago. While it carried genuine heritage, its Arabic calligraphy had aged — uneven turns, inconsistent shapes, and no companion English mark for a modern, bilingual marketplace.

The brand also needed to speak to two audiences at once: traditional Qatari men who have trusted the store for years, and a younger generation drawn to Qatari culture but expecting contemporary polish. The challenge was to modernize without erasing — to refine the identity so it felt both rooted and current, elegant and accessible.

What We Did

Rather than discard the original mark, we honored it — and rebuilt it.

The calligraphy was carefully refined: we corrected its turns and reshaped its letterforms, restoring the fluidity and precision the original design deserved. Alongside it, we introduced new Arabic and English calligraphy, giving the brand a bilingual voice for the first time.

The palette pairs gold with deep blue — gold for luxury and tradition, blue for trust and modernity — creating a mark that is instantly elegant and unmistakably Qatari.

The system extends beyond the logo into a full graphic language and brand guidelines, ensuring the identity holds together across storefronts, packaging, print, and digital.

Outcome

The new identity bridges generations. Traditional customers recognize the heritage they've always trusted; younger customers see a brand that reflects Qatari culture with modern confidence. Since launch, Al-Turaifi Stores has seen a significant increase in sales — proof that a thoughtful rework can honor the past while opening the door to a new audience. See task progress for longer tasks.al-turaifi-portfolio-copy.mdosero-sopia-portfolio-copy.mdSkillscontent-creation