House of Artisans, an initiative under the Department of Culture and Tourism, Abu Dhabi, preserves the artistry of local artisans through contemporary products and experiences. MAISON 024 was tasked with refreshing the brand’s identity while honouring its heritage. Our approach resulted in a refined visual language that captures the historical references in a modern expression to position HOA at the forefront of the UAE’s culture and tourism initiatives.
Sector
Location
Abu Dhabi, UAE
Year
2024
House of Artisans, DCT AD
A progressive legacy rooted in cultural heritage
Visual Identity
The project commenced with a site visit to Qasr Al Hosn, the historic palace that houses House of Artisans. As a context where heritage and contemporary culture intersect, the site informed a brand identity grounded in historical continuity while aligning with the progressive direction of both the client and the national cultural agenda.
Wordmark + Brandmark
We refined the original wordmark to preserve its essence while improving clarity and structure. Using a grid-based system, proportions were rebalanced for greater legibility and longevity. A 45-degree slant applied to the Arabic letterform, referencing Qasr Al Hosn’s angular geometry and the nuqta, introduces softness without compromising strength. Two versions of the wordmark were developed: a patterned variation inspired by traditional weaving, and a solid mark for smaller applications, offering flexibility while honouring artisanal roots.
The brandmark draws from the curvilinear windows of the House of Artisans building, forming a cohesive relationship between architecture and identity.
Colour Palette
Inspired by the desert and sea surrounding Qasr Al Hosn, the palette introduces warm earth tones and muted neutrals. Designed to reflect cultural authenticity, the colour system establishes a soft, approachable visual language. With a focus on tactile application, materials were sourced to translate the palette effectively across print and packaging formats.
Typographic System
The typographic system explores the intersection of heritage and modernity through a dual-language approach, with Arabic as the primary script and English as secondary. The Latin pairing combines Favorit, a geometric sans-serif, with Times Now, a refined serif that introduces historical reference and typographic contrast.
For Arabic, we selected a serif inspired by the Naskh script to evoke cultural familiarity and formal elegance. This is complemented by Favorit Arabic, which mirrors the structural characteristics of its Latin counterpart; low contrast, tubular forms, and a geometric rhythm, ensuring consistency across both scripts.
Print & Packaging
Print and packaging assets were developed as an extension of the visual identity, drawing inspiration from the architectural language of Qasr Al Hosn. Angular forms drawn from the site informed key design elements, including a custom envelope with a geometric opening and blind-embossed pattern on uncoated stock.
Packaging assets translated these architectural angles into functional closures for boxes and bags. Details such as woven-inspired hangtags and reinforced handles reflect the brand’s connection to traditional crafts.
Azza Alsharif Senior Product Design & Development Specialist
Working with MAISON 024 was a wonderful experience. They quickly understood our vision at House of Artisans and consistently delivered with efficiency, creativity, and attention to detail. I especially enjoyed seeing their concepts come to life and valued how collaborative and supportive they were throughout the process. Their professionalism made the journey both seamless and inspiring.
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