Seven Sands

Inspiration came from the nature, heritage and luxury of the UAE. The founders’ own passion for elegance, sophistication and indulgence set the feeling the brand needed to carry, and the land supplied the material for it.

With the direction clear, we chose the name and began shaping the concept of the logo itself. The idea behind the brand is simple to say: seven Emirates, seven candles, each fragrance related to the culture of one place.

The wordmark carries the same thinking. The two letters E face each other and create a scene of elegance. The star inside the letter A stands for luxury. The dashes of the serif reflect a keen eye on every detail.

Every candle tells the story of its Emirate: Abu Dhabi, Dubai, Sharjah, Ajman, Umm Al Quwain, Ras Al Khaimah and Fujairah. From the golden sands of the desert to the cultural heritage of each place, we drew each package name from a key natural element of its Emirate and paired it with a color of sand.

The scents narrate the history and the culture, and we linked the source of wealth of each Emirate to the fragrance its candle gives off. In the end the collection works as one journey: each candle is the experience of being in a different Emirate.

This is where the story became something you can hold. A few of the decisions made while executing the packaging:

• Sand at the base. The glass of every candle carries a pattern shaped like sand along its lower part.
• Embossing. The outer box is embossed, so the story is felt before it is read.
• A story on every box. The outside of each box tells the story of its Emirate and the source of that Emirate’s wealth, which we tied to the scent of the candle inside.
• Colors from sand. The color of each box, and of the glass of each candle, is a shade of the sand found in that Emirate.

The same system extends across stationery, bags and tape, posters, apparel and a mobile experience, built in Illustrator, InDesign, Photoshop and After Effects.