Bel; An ‏Unexpected Experience
Bel is a new master-brand bookstore and art shop in Shiraz which tends to be an “urban space” open to various experiences. Also, Bel has a café to help foster a sense of community and comfort.
The city of Shiraz is deeply bound with poetry and art. Shiraz is known as the city of poets, literature, wine and gardens among Iranians. That is why designing a contemporary brand in a city with such a rich history was our biggest challenge.

Along with staying in tune with the public perception of Shiraz, we had to find out how to please Generation Z who are agile, easygoing, adventurous, and eager for more personalized experiences.
Centered around Gen Z characteristics, we gave Bel’s visual design a blended structure based on Persian-English typography. Also, to emphasize on the flexible and multi-dimensional nature of the brand, we shaped a dynamic elaborated structure which is able to extend to different spaces while retaining the simplicity of the typographic forms. At different touchpoints, letters and typographical combinations mix, match and slide over one other, representing the dynamic and multifaceted visual identity. Relying on numerous and flexible forms of letter design, its eye-catching structure shows the liveliness of a modern visual identity design.
Picking gray as the main color allowed us to evoke the spirit of a global city through creating concrete textures. However, our pallet is full of vibrant colors inspired by colored glasses used in historical monuments of Shiraz such as Nasir al-Mulk Mosque, Narenjestan Palace and many other iconic attractions of Shiraz.

Bel; An ‏Unexpected Experience
Bel is a new master-brand bookstore and art shop in Shiraz which tends to be an “urban space” open to various experiences. Also, Bel has a café to help foster a sense of community and comfort.
The city of Shiraz is deeply bound with poetry and art and known as the city of poets, literature, wine and gardens among Iranians. That is why designing a contemporary brand in a city with such a rich history was our biggest challenge.

Along with staying in tune with the public perception of Shiraz, we had to find out how to please Generation Z who are agile, easygoing, adventurous, and eager for more personalized experiences.
Centered around Gen Z characteristics, we gave Bel’s visual design a blended structure based on Persian-English typography. Also, to emphasize on the flexible and multi-dimensional nature of the brand, we shaped a dynamic elaborated structure which is able to extend to different spaces while retaining the simplicity of the typographic forms. At different touchpoints, letters and typographical forms, mix and match and slide over one other, representing a dynamic visual identity relying on numerous and flexible forms of letter design.
Picking gray as the main color allowed us to evoke the spirit of a global city through creating concrete textures. However, our pallet is full of vibrant colors inspired by colored glasses used in historical monuments of Shiraz such as Nasir al-Mulk Mosque, Narenjestan Palace and many other iconic attractions of Shiraz.