California × Cairo
PROJECT
SECTOR
Retail
Culture + Craft
WE CREATED
Strategy
Brand Identity
Creative Direction
Packaging
THE IDEA
Connecting Cairo’s rich tradition of craftsmanship with a modern, design-conscious audience in California.
THE STORY
More than a retail brand, Cairo Curated is a carefully edited platform for locally made fashion, textiles, leather goods and accessories—each selected for its quality, provenance and point of view.
The identity needed to feel rooted in Cairo without relying on familiar stereotypes. The result balances heritage with contemporary restraint, allowing the makers and their work to remain at the center of the brand.
The circular icon references the letter C for Cairo, while the four-pointed star draws from Islamic geometric traditions. Together, they create a recognizable mark that feels both historic and modern.
Cairo Curated does not simply bring products from one market to another; it translates the story, process and cultural context behind each piece. The visual system is considered rather than decorative—quietly confident, tactile and rich with provenance.
COLOR
Ink Black and Black Coffee create a sophisticated foundation. Hot Chocolate adds richness, Gold Leaf introduces a refined sense of luxury, and Parchment brings softness and balance.
Together, the palette feels timeless, tactile and rooted in Cairo while still speaking to a contemporary California audience.
Brand in the world
A flexible identity designed to move naturally across packaging, labels, retail environments and the objects it brings forward.
