◯ Bringing Morocco into your home
Kari Concept offers fairly and traditionally crafted Moroccan interiors and home accessories for a modern and cozy home. Each carefully selected piece is bringing an authentic piece of Morocco into your home. Visit the store in Frankfurt, Germany, or shop online.
Role & Services
Brand strategy
Brand design
Packaging + print collateral
Project category
home accessories, interior, retail
Credits
Brand Photography by Claudia Simchen
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The Strategy
Distilling the Kari Concept Vision
Christiane and Karima, the mother-daughter duo behind Kari Concept, approached me with many ideas and aspirations for their store. But they needed help to bring those together in one cohesive, tangible vision.
During our brand strategy workshop, we uncovered their deeper purpose: Their family ties to Morocco imbued them with a mission to spread awareness and support the preservation of Amazigh culture and craftsmanship. Kari Concept is committed to fair, ethical trade by carefully selecting their partners and verifying fair working conditions on-site.
Highlighting the craftsmanship, traditions, and stories behind the products became the cornerstone of Kari Concept. Together we gathered ideas and actionable steps to spread awareness, from educational social media posts to in-depth in-store consultations. The result is an immersive experience, both in-store and online.
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Finding the ideal Customer
Before working together, Karima and Christiane weren't entirely clear on their ideal customer or the emotional impact of their products. Clearly defining their ideal audience and what makes them buy became another important objective for the strategy phase. We did that through several exercises in the strategy workshop, which I validated with further research.
Having this ideal client persona helps Karima, Christiane, and their team to speak to and connect emotionally with their target audience. It was a fantastic experience when I first visited the store and a customer who had an almost uncanny resemblance to the persona we had created walked through the door!
Purchasing from Kari Concept means purchasing individual, unique and authentic pieces with a story that brighten your home. Every product is an authentic piece of Morocco.
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The Design
Kari Concept brings Moroccan artisanship into modern Western homes to create a beautiful, elegant but homey atmosphere.
My job for the brand design was to represent the Amazigh culture and to fuse it with a Nordic minimal aesthetic. At the same time, we wanted to stay away from clichés and trends in their niche, so Kari Concept can stand out from its competitors.
When my clients Karima and Christiane first came to me, they already had a logo and a few colors. But as I researched their competitors, I realized that what they already had was like other brands in their niche. So I proposed a different direction:
Instead of using playful modern typography, we used classic, elegant typography
Instead of using terracotta and pink as their main colors, we chose a color palette of earthy browns and vibrant blues. The color palette emulates Moroccan landscapes and architecture
Instead of using traditional Amazigh symbols in a hand-drawn boho style, we used a clean modern style that feels sophisticated and minimal
We utilized the traditional Amazigh symbols throughout the brand. I also used visual cues from these beautiful symbols and combined them with a classic western typeface to create a unique logo.
The result is a design that feels elevated and modern, without looking too trendy. It won't look outdated in a year, because we not only made sure that they stand out in their niche but also every design decision was made to tell the unique brand story of Kari Concept.
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The Brand in Use
Packaging + Print Collateral
The materials we chose for custom shopping bags and other printed collaterals, such as gift cards, thank you cards, tissue paper, and stickers, were chosen with two things in mind: The haptic experience and sustainability. The shopping bags were printed on apple paper and cards on wheat paper, both sustainable and recyclable options. These materials create a luxurious haptic experience with their unique textures.
Just as their products convey quality and craftsmanship, we wanted everything relating to the Kari Concept brand to convey the same level of quality and the warmth of Moroccan hospitality. I purposely omitted using gold foiling or other common but harmful techniques in the design and let the simplicity of the design speak for itself.
The Store
Take a look at the Kari Concept Store and see how it all came together, from the idea to the final brick-and-mortar store.
“Before working with Sara we felt overwhelmed when it came to establishing a clear line across the different areas of our business and thus create a distinguishing feature. She not only incorporated everything that was important to us into the design, but she also gave us clarity and structure. She was such an asset to us we couldn’t have done it alone.”
Karima + Christiane, founders of Kari Concept
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