Elegant Complexity

Every morning our branding intern Leyla arrived at work with an eye-catching accessory: a tote bag printed with a camel that was made out of Arabic letters. Eventually we asked if she would like to teach us a little bit, how these shapes come about. Lela’s workshop was excellent: she explained the fundamentals of the Arabic script, showed us some inspiring traditional and modern expressions and taught each team member how to write and pronounce their name. Both proved to be very difficult.

We got a wonderful insight into this complex writing system.