Kuwait Now

A complete visual identity for a Kuwaiti brand of offers and discounts. The joy of saving, right now.

Client: Kuwait Now · Kuwait
Services: Brand Identity
My role: Full visual identity, designed end to end by me: concept, logo, visual system, guidelines and every application.

Overview

Kuwait Now is a Kuwaiti brand dedicated to offers and discounts: at exhibitions, pop-ups and every kind of sales moment.

The identity blends a shopping bag hidden within the letter K, playful eyes drawn from the percentage symbol and a smile-shaped curve. The result is a bold, memorable system that celebrates smart shopping, irresistible deals and the simple joy of saving.

The idea

Four ideas, one smile. A shopping bag, the K of Kuwait, a percent sign that looks back at you and a smile, combined into a single badge that reads as a happy face.

A bag in the K

Two eyelets and a rope handle turn the first letter into a shopping bag, so the brand is about shopping before you have read a single word. The K also stands for Kuwait, rooting the deal in a place.

The deal looks back

The two circles of the percent sign become a pair of eyes, and the small arcs beside them read as eyelids mid-wink. A discount symbol turned into a friendly face.

A word that smiles

In the Arabic wordmark the letter ن stretches into a wide smile and its dot becomes a nose. Together with the percent eyes, the whole logo reads as a happy face.

Visual system

Gulf Navy carries trust and Smile Orange carries the joy. Accents add energy, and neutrals give every deal room to breathe.

Bungee and Jenine set the headlines; Jenine and DIN Next LT Arabic carry the text, in English and Arabic.

The badge holds up on every surface: navy, orange, white and black.

Icons with a wink: 16 custom icons drawn on a 48 px grid with rounded 3.5 px strokes. Each one carries a single orange detail: the eye, the dot or the smile.