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A bilingual identity for an activewear label

HAWI, هاوي, is an activewear brand built on a mark that reads in both Arabic and Latin, documented as a guideline system rather than a logo file.

  • Brand Identity
  • Bilingual Wordmark
  • Colour & Type System
  • Guidelines
  • Apparel Application
The HAWI guideline board with logo lock-ups, a five-step colour palette, type specimens and apparel photography.
The HAWI mark used at display scale behind a model in black activewear.

A mark that works in two scripts

The wordmark is built from two mirrored strokes that read as a Latin monogram and carry an Arabic rhythm at the same time, so the brand does not need a separate Arabic lock-up that behaves differently.

For a Gulf activewear label that is not decoration. Arabic and English sit side by side on the same garment label, the same storefront and the same feed, and a mark that only resolves in one of them looks imported.

Pitch deck · 7 of 13 slides

The pitch deck

The identity was argued, not just presented: positioning, four brand pillars, the visual world, the actual range and the days it has to survive.

  • Deck cover with “HAWI Men’s Activewear: Everyday movement, quietly elevated.”
    Cover · Born in Qatar, made for everyday movement
  • Brand pillars slide with fabric-first, everyday versatility, quiet confidence and born in Qatar.
    Four brand pillars
  • Visual world slide with minimal, studio, lifestyle and positioning imagery.
    Visual world
  • What makes HAWI stand out: local roots with international design sensibility.
    The differentiator
  • Tops range slide with momentum tee, mesh run tee, polo, oversized and heavy oversized.
    Range, tops
  • Bottoms slide with active slim pant, tapered jogger and versatile oversized pant.
    Range, bottoms
  • Use cases slide with gym to café, office, travel and weekends.
    How it fits his day

Delivered as a system

The deliverable was a guideline document, not a logo: colour palette with fixed values, bilingual type specimens, moodboard direction and apparel application. That is the difference between an identity a client owns and one they have to keep coming back to a designer for.

The scale-flexible mark is the load-bearing decision. It holds at embroidery size on a chest and at full-height display scale on a wall, which is the actual range an apparel brand has to survive.