Aiida

About the project

An Egyptian family of carpet designers and makers came to us with a brief; repositioning their brand, giving it a new name, integrating a story that becomes their driving purpose and creating their signature carpets.
And that’s exactly what we did –

Yadawy becomes Aiida

The name ‘Aiida’ pays tribute to the founders’ mother, the first person who infused in them their passion towards Egyptian craftsmanship.

The brandmark showcases a contemporary feel that sets the outlook towards their next chapter. Aiida takes inspiration from the timelessness of handmade crafts, it celebrates the process of weaving, and naturally evolves the industry of carpet making by creating designs that are concurrent and timeless.

We redesigned a brand centered around carpets becoming a space where the most memorable of rituals are created.

A rich tapestry
of digital first colours inspired
by Egyptian weaves

Our Aiida brand uses a large spectrum of colours inspired by the threads we use to create tapestry.

Please check the applications section for examples of how we use our colours.

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And so we co-designed

We co-designed with the creative team at Aiida their signature carpets. 

What made these carpets distinct was a contemporary Arab feel that is warm, off the time yet timeless. The importance of this design is that it is based on a pattern that becomes a framework to multiple future designs.

Building the Aiida experience

Beyond the visual communication element, we had to work closely with the team at Aiida so we can bring to life what it means to experience the brand across the omni-channel. From their digital presence to their retail experience, Aiida is here to tell the story that starts all stories; sitting on that piece of man-made warm fabric that only allows for the most intuitive and the most memorable yet ageless experiences.