STCH.
Branding
Brand Identity Designer
2025
Overview
stch. is a tailored-thobe brand on a mission to make the classic thobe simple, precise and personal. I created its complete brand identity, from the logo and visual system to typography, pattern and tone of voice, and documented it in a brand guideline the team can use across print and digital.
The challenge
The thobe is rooted in tradition, so stch. needed an identity that respected that heritage while feeling modern and premium. It also had to work equally well in English and Arabic, and stay consistent across the website, app and social channels.
What I did
Defined the brand foundation: story, mission and four core values (Precision, Craft, Simplicity and Heritage).
Designed a wordmark with a needle-and-thread stroke through the “h”, plus colorways, clear-space rules and misuse guidance.
Built a palette around Kohl, Indigo Dye and Date Palm, with supporting neutrals and clear usage proportions.
Paired Source Sans 3 and Tajawal into a bilingual English–Arabic type system with a defined type scale.
Created a stitch-inspired pattern, digital application mockups and a voice-and-tone guide, all documented in one brand guideline.
Outcome
4
Logo colorways for light, dark and colored backgrounds
2
Languages supported by one bilingual type system
18
Pages of brand guidelines, from story to applications
A complete, ready-to-use identity that gives stch. one consistent look and voice across every touchpoint, in both English and Arabic.