The Harrods of the middle east, bringing the best that the MENA region has to offer
Scope of work
Branding
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Startups
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Campaigns
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Visual Identity
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Timeline
6 months
Client
The Chalhoub Group
Year
2024
The middle east's appetite for luxury garmets is growing, but craftsmen in the region weren't getting the recognition they deserve. So the Chalhoub Group came to us to help bring the limelight back to the region
We created a timeless brand that spoke to the tagline - Curated by Yarn
The results
$100k
Monthly revenue
300%
increase in social engagement
The strategy was to make Yarn feel like a serious point of discovery for regional fashion. Not a marketplace shouting for attention, and not a luxury brand trying to borrow heritage from somewhere else. The identity had to feel curated, confident and unmistakably tied to the designers it was built to put forward.
The approach
We started by treating Yarn less like a store and more like an editorial stage. The brand needed to hold many designers without flattening their identities, so the system had to be quiet in some places and deliberate in others. It needed enough restraint to feel premium, but enough regional character to avoid becoming generic luxury.
The approach centred on curation. A restrained logo, warm neutrals, deep red, framed layouts and strong image direction gave Yarn a structure that could spotlight different designers while still feeling like one recognisable brand. The work was not about overpowering the garments. It was about giving them the right room.