Timeless
Expression
visual identity
HAZ is a contemporary abaya brand based in Riyadh, Saudi Arabia.
The brand celebrates women who seek modern elegance and understated confidence in their everyday wardrobe.
the brief
To create a bold yet refined identity that reflects HAZ’s vision , where minimalism meets confidence, and tradition is redefined through a modern lens.
the solution
The identity for HAZ is built on contrast, pairing sleek geometry with expressive details.
The logotype features a custom ‘A’ with a distinctive curved bar, adding a unique, recognisable mark that speaks to the blend of modernity and heritage.
A deep violet colour anchors the visual system, evoking luxury, mystery, and strength. Accents of muted mauve and metallics elevate the brand’s packaging and print experience.
Rather than following the traditional design paths often seen in the region, the brand takes a more architectural approach. Clean lines, confident typography, and minimalist layouts place HAZ in a category of its own: bold, contemporary, and deeply intentional.
