A Celebration of Art and Culture Steeped in Prose
Service (s)
Logo, visual identity & packaging design
Year
20/04/2024
Zajal
Zajal is a celebration of art and culture through literature, inspired by the ancient Levantine poetic tradition from which it gets its name. Just like the traditional oral poetry that blends rhythm, improv, and lyrical beauty, Zajal brings literature to life in ways that transport readers into different worlds and expose them to diverse perspectives. Each beautifully curated book-themed gift box is a cozy little story waiting to be unveiled—a unique blend of literature, art, and culture that invites you to discover something new with every page.
The idea for Zajal began with a simple, late-night comment from the founder’s little sister: "If you started a business, I think you'd do something with books...and tea...and gifts. You’re really good at gifts." Her words ignited a creative spark that led to months of exploration—hunting for the perfect books, wandering through the vibrant streets of Deira and Ajman for packaging inspiration, and collaborating with artists over tea. Today, Zajal offers thoughtfully designed gift boxes that celebrate the art of storytelling, bringing together books, tea, and a host of other goodies that make every gift a meaningful experience.
The concept
This collaboration came with a unique brief: to create custom art pieces that embody the three defining elements behind the name Zajal. The goal was to infuse my distinctive artistic style with the essence of Palestinian culture, Islamic values, and the world of literature. The concept was sparked by a sketch by my wife, which led to the creation of the Zajal Love Birds — a Palestinian couple engaged in the act of reading together. From this inspiration, we brainstormed and developed a series of designs:
• The Zajal Love Birds (still searching for their names) — symbolizing love, connection, and the power of learning.
• The Olive & The Fig — fruits that not only carry deep cultural significance in Palestine but are also mentioned in the Quran’s Surat Al Tin.
• حرر عقلك (Free Your Mind) — a phrase that echoes the brand’s commitment to empowering diverse voices and perspectives.
• على هذه الأرض ما يستحق الحياة (On This Earth is What Makes Life Worth Living) — a powerful quote by the late Palestinian poet Mahmoud Darwish, embodying hope and resilience.
• The Map of Palestine with Birds Flying Toward Freedom — inspired by an earlier piece of my own, symbolizing the aspiration for liberation.
• A Cat on a Book Sipping Tea — inspired by the founder’s own cat, Shams, this design adds a personal touch while nodding to the tea element featured in the brand’s gift boxes.
Together, these designs capture the heart of Zajal— blending cultural heritage, Islamic values, and literary tradition to bring something truly meaningful to life.
colour
The olive color used in this illustration reflects a deep cultural and artistic connection, resonating with the themes of Zajal. Olive green carries a natural and earthy tone, symbolizing heritage, growth, and tranquility—qualities deeply rooted in Palestinian culture and the literary tradition that inspired the brand.
The subtle and vintage aesthetic of the olive hue complements the illustration's storytelling nature, tying it to the warmth and richness of Zajal's mission: to celebrate art, literature, and culture. This thoughtful color choice also aligns with the brand's use of culturally significant motifs, such as the olive and fig, which hold both Quranic and regional importance. By incorporating this shade, the illustration embodies Zajal's essence—offering a soothing yet profound visual identity that invites viewers into a world of art, culture, and meaningful connections.
Testimonial
Working on this project was a truly enriching experience that allowed me to blend creativity, culture, and storytelling into a cohesive visual narrative. From the thoughtful concept inspired by the rich literary tradition of Zajal to the intricate designs that reflect Palestinian heritage, every element was a testament to the power of art to connect and inspire. Collaborating on this project not only challenged me artistically but also allowed me to contribute to something deeply meaningful—celebrating literature, heritage, and human connection in a way that resonates with audiences. It was an honor to bring this vision to life and see it become a source of joy and inspiration for others.