TEL TAWAH.

How many Iraqi shoe brands do you know that genuinely support the environment? Not many, right? Well, Tal-Tawa took it upon themselves to be one of the few brands that does. From the very beginning, sustainability was an important part of the brand, giving them a clear opportunity to stand for something bigger than just making shoes. It became about creating products with a more thoughtful approach while showing that Iraqi brands can also play a role in building a more sustainable future.

The name Tal-Tawa comes from an old tale from Diyala, where an elderly woman named Tawa was known for taking care of travelers moving from one city to another. She would offer them shelter, food, and everything they needed along their journey. She was a caring woman who made people feel safe and welcomed, and that story became the heart of the brand. It inspired Tal-Tawa's values, shaped its communication messages, and influenced the overall style and personality of the brand, bringing the spirit of Tawa's story into everything they do.

My role was to build the brand strategy and then bring it to life through the visual identity. From developing the logo and defining the color palette and typography to creating the brand applications, every visual element was designed to reflect the story, values, and personality we established for Tal-Tawa. The goal was to create a brand that felt authentic to its roots while giving it a clear and consistent visual language that could live across every touchpoint.

The challenge was to create a logo that could capture Tal-Tawa's unique and caring personality while also reflecting the brand's strong focus on protecting the environment. We needed something that could communicate both sides of the brand. The warmth and care inspired by Tawa's story, and the responsibility they take towards creating a more sustainable future.

After exploring more than 70+ different sketches, I finally landed on the right concept: a logo that could be looked at in two different ways. At first glance, it feels like a simple smiley face, representing the warmth, care, and welcoming personality of Tawa. But look closer, and you can also see a healthy plant growing, symbolizing the brand's commitment to the environment and its focus on building a more sustainable future. This dual meaning helped bring both sides of the brand together in one simple and memorable mark.

After that, I created a 65-page brand guidelines document to bring everything together and make sure the brand stayed consistent across every touchpoint. It covered the visual identity, brand elements, and guidelines for how everything should be used, giving the team a clear system to follow while still leaving room for creativity. This helped make sure that no matter where the brand showed up, it always felt like Tal-Tawa.

I wanted the pattern to feel unique while still being flexible enough to evolve with the brand. Instead of creating one fixed pattern, I designed a system using two to three interchangeable icons arranged in a circular formation, creating a distinctive visual element that could be refreshed and modified whenever needed. This gave the brand a more dynamic and playful asset that could sit behind the main visual elements of a design, adding depth and personality without taking attention away from the main message.