Desar

Crafting new realities for
a saturated category.

Desar is a traditional headwear brand (shemagh). Over the years, the shemagh evolved into a fashion statement. That, in addition to locals, big brands like LV and Gucci started designing shemaghs with different patterns. The category was saturated. Plus, the advertising lacked innovation. The headgear was advertised functionally with a shot showcasing the pattern.

To distinguish the brand, Desar approached my agency. The task was challenging because the patterns can only be visible in closeups. Additionally, the brand’s marketing department didn’t believe in hiring celebrities to lend their fame to the brand—and subsequently the products. The brand wanted to create its unique visual language.

Role: Concept, Art Direction, 3D Design, Design.

Desar

Crafting new realities for a saturated category.

Desar is a traditional headwear brand (shemagh). Over the years, the shemagh evolved into a fashion statement. That, in addition to locals, big brands like LV and Gucci started designing shemaghs with different patterns. The category was saturated. Plus, the advertising lacked innovation. The headgear was advertised functionally with a shot showcasing the pattern.

To distinguish the brand, Desar approached my agency. The task was challenging because the patterns can only be visible in closeups. Additionally, the brand’s marketing department didn’t believe in hiring celebrities to lend their fame to the brand—and subsequently the products. The brand wanted to create its unique visual language.

Role: Concept, Art Direction, 3D Design, Design.

Desar

Crafting new realities for
a saturated category.

Desar is a traditional headwear brand (shemagh). Over the years, the shemagh evolved into a fashion statement. That, in addition to locals, big brands like LV and Gucci started designing shemaghs with different patterns. The category was saturated. Plus, the advertising lacked innovation. The headgear was advertised functionally with a shot showcasing the pattern.

To distinguish the brand, Desar approached my agency. The task was challenging because the patterns can only be visible in closeups. Additionally, the brand’s marketing department didn’t believe in hiring celebrities to lend their fame to the brand—and subsequently the products. The brand wanted to create its unique visual language.

Role: Concept, Art Direction, 3D Design, Design.

Desar

Crafting new realities for a saturated category.

Desar is a traditional headwear brand (shemagh). Over the years, the shemagh evolved into a fashion statement. That, in addition to locals, big brands like LV and Gucci started designing shemaghs with different patterns. The category was saturated. Plus, the advertising lacked innovation. The headgear was advertised functionally with a shot showcasing the pattern.

To distinguish the brand, Desar approached my agency. The task was challenging because the patterns can only be visible in closeups. Additionally, the brand’s marketing department didn’t believe in hiring celebrities to lend their fame to the brand—and subsequently the products. The brand wanted to create its unique visual language.

Role: Concept, Art Direction, 3D Design, Design.