Phase 1: Concept Development & Strategy/ Phase 2: Visual Identity Development/ Phase 3: Brand Application & Collateral Design/ Phase 4: eCommerce D&D

Modu, the brainchild of the creative visionary Omar Al Gurg, is a UAE-based concept that embraces modular-driven design. This design studio showcases a range of furniture and accessories, focusing on timeless material selection and quirky design elements. The aim was to capture the brand’s personality, which often lies in its innovative thinking rather than the final result of each piece. The logotype of Modu reflects the brand’s association with the 70s-inspired art direction, evoking a sense of nostalgia. The color palette draws inspiration from the warm tones of wood, frequently used in Modu’s materials. This juxtaposes vibrant electric orange and deep purples, balanced by a soft lilac shade. The typography chosen for Modu reflects the brand’s dynamic essence, with fonts and layouts that convey movement and energy. The art direction follows a cinematic approach, narrating the designer’s process, mindset, and imagination, creating a compelling visual story. To emphasize the brand’s commitment to design details, special paper stock imported from Gmund Papers was selected.