Identity: The curved interiors of the riad inspired the use of a rounded contemporary font mixed with a softer, feminine and ethnic MK, therefor mixing traditional with contemporary. The curved star was added in there to create that 'jewel' like quality that the hotel wanted to portray. The colours were taken from fired earth and local spices.

Alternative concepts were explored taking reference from local woodwork and tile patterns from Morocco.

Stationery: The curved star from the logo was used to create a background pattern, which reflected the curved interiors of the Riad. A gloss varnish was used on brochures and business cards to evoke the feeling of luxury.

A double sided A5 promotional card.

Branded goods: The branding was adapted and made more graphic for use on the hotel's textiles (bed linen, towels and ribbon).

Website: The curved theme was carried through to the website using the wallpaper background created from the curved star in the logo.

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