Jeddah, Saudi Arabia
2024 - 2025
Client: Bundl Studio
2024 - 2025
Client: Bundl Studio
While Saudi heritage is rich and visually powerful, younger generations often find traditional design disconnected from their fast-paced, globalized lifestyles. There's a growing demand for cultural relevance that feels fresh, bold, and expressive without losing authenticity. The challenge lies in reinterpreting traditional Saudi symbols (like palm fronds) in a way that resonates with a vibrant, youthful audience without compromising on the depth of heritage or falling into superficial trendiness
"Saaf" bridges this gap by transforming the palm frond (a symbol of endurance, adaptability, and local craftsmanship) into a modern design language. Through bold colors, playful forms, and functional products, Saaf brings traditional Saudi materials and motifs into everyday life with a funky, contemporary twist. The brand collaborates with local artisans and young designers to ensure cultural depth, while its edgy visual identity, storytelling, and community driven activations keep it relevant and exciting for the next generation.
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