An identity is tested on the shop floor, not in the presentation.
With 19+ years in retail and trade marketing and 180+ retail launches, we have seen identities that looked perfect in a PDF break the first time they met a lightbox, a promo wall or an Arabic price tag. So we design for those moments from day one.
Four concept identities, built end to end.
To show how we think, we built four complete identities for fictional brands in sectors we know from the floor up: retail tech, specialty coffee, real estate and fragrance. Each has one idea, a bilingual logo, a palette, a type system, an 8-page guideline and retail applications.
Concept work, not client work. LUMA, DALLAH, SAKAN and RUH are fictional brands created by Next Wave to demonstrate our process. The scenes are AI-assisted visualisations, not photographs of built projects.
The idea
The power-on light.
Every device has one moment that matters: the small light that tells you it is alive. LUMA is designed to turn that light into a brand. A calm, carbon-dark store where nothing shouts, and one lime-green dot marks what matters: the logo, the deal, the product in stock.
Palette#0B0C0E#1E2127#C8FF2E#C9CDD3#F2F2EEGeist · Geist Mono · Noto Sans Arabic
On the shop floor- Fascia: backlit acrylic letters, 4000K; the dot in lime LED
- Price tags: one grid unit, condensed Arabic numerals
- Promotions: inside tiles only; Volt never above 10% of a wall
- Stand: carbon island, 2.4 m light tower, 20 mm lime floor line
Cover
Logo & clear space
Colour
Retail & environment
The idea
Every bag carries its own dune.
The dallah is the oldest symbol of Arab hospitality. DALLAH carries that welcome into specialty coffee: warm sand, roasted date and ember. Each lot gets a ripple pattern drawn from its real roast curve, so the shelf reads as one family and every bag is still its own.
Palette#3B2418#D9C3A0#EFE6D6#C4512A#7C8B5AAlyamama · Hedvig Letters Serif · Hanken Grotesk
On the shop floor- Fascia: brushed-brass halo letters on sand render
- Bag: matte 250 g stand-up pouch, one ripple pattern per lot
- Cup sleeve: centred logo, one long horizontal stroke
- Menu boards: Arabic leads, Latin follows in a quieter weight
Cover
Logo & clear space
Colour
Retail & environment
The idea
The sky is the centre.
Sakan means both home and peace of mind. Its courtyard communities are imagined around an open piece of sky, so the mark is exactly that: a dark square frame around a square of sky, the courtyard seen from above. Every layout keeps its centre open for sky or photography.
Palette#E9E1D3#2B2723#A8673F#8FB3C4#4E5B3CKufam · Castoro Titling · Hanken Grotesk
On the shop floor- Sales gallery: mark carved in limestone, backlit sky square
- Stand: open courtyard plan, a real olive tree, lattice canopy
- Lookbook: die-cut square window on the cover
- Site hoarding: 2.4 m frieze with a lattice-shadow pattern
Cover
Logo & clear space
Colour
Retail & environment
The idea
The essence, not the bottle.
In perfumery, ruh is the purest essence of a flower; ruh al ward is the soul of the rose. RUH is a fragrance house built on that word: deep plum, soft gold, quiet luxury. The Arabic leads, the Latin follows, and nothing on the shelf is louder than the scent.
Palette#2A1620#C9A45C#C46A78#F3DCD8#F7F2ECAlyamama · Bodoni Moda · Albert Sans
On the shop floor- Fascia: brushed-gold letters on ink-plum lacquer
- Box: soft-touch plum board, hot-foil gold logo
- Niches: blush arches, 2700K, bottles at eye level
- Testing bar: travertine with branded blotter strips
Cover
Logo & clear space
Colour
Retail & environmentA complete system, not a logo file.
Every identity we build is designed to be used by your team, your printers and your contractors without us in the room.
Brand strategy & positioning
Audience, competitors and the one idea everything comes from.
Bilingual logo system
Arabic and Latin designed as equal partners, in primary, stacked and icon versions.
Colour system
One owned colour plus neutrals, with HEX, RGB and CMYK values for screen and print.
Typography
Arabic and Latin pairings with a clear hierarchy for screens, print and signage.
Brand device & pattern
A system that moves: a pattern, grid or symbol that scales across every touchpoint.
Photography & tone of voice
How the brand looks and sounds, in native Egyptian or Gulf Arabic and English.
Brand guidelines book
A practical rulebook your team and suppliers can actually follow.
Retail & environment kit
Fascia, POSM, packaging, uniform and stand rules with supplier-ready specs.
Six steps, one decision-maker on our side.
Discover
A working session on your business, customers and competitors, plus a read of your market.
Define
The positioning and the one-sentence idea the whole identity is built on.
Design
Two or three routes, each shown on real signage, packaging and stands, not on a white page.
Refine
One route, refined with your feedback over two structured rounds.
Systemise
The guideline, templates and supplier specs that make the identity repeatable.
Hand over & launch
Source files, a briefing for your suppliers and support through the launch.
Three ways to build your identity.
Clear starting prices for the Egyptian market. Every project is scoped in writing before it starts.
Egyptian market
Essential Identity
For new businesses that need a strong, correct start.
From25,000 EGP
- Discovery session & written brief
- 2 logo routes, 1 refined bilingual logo
- Colour and type system
- 12-page essential guideline (PDF)
- Business card, letterhead and social profile kit
- 2 structured revision rounds
Egyptian market
Full Identity + Guidelines
For brands that need a complete system their team and suppliers can follow.
From45,000 EGP
- Everything in Essential
- Positioning and the brand idea
- 3 logo routes shown in real retail mockups
- Brand device, pattern and photography direction
- 30+ page brand guidelines book
- Stationery, social and presentation templates
- Source files (AI, SVG, PDF)
Egyptian market
Retail Identity System
For retailers, F&B and developers whose brand lives in physical spaces.
From75,000 EGP
- Everything in Full Identity
- Fascia and signage specs: materials, lighting, sizes
- POSM kit: price tags, shelf strips, wobblers, promo frames
- Packaging or shopping-bag system
- 3D concept visual of a store or stand
- Uniform and staff touchpoints
- Supplier handover and launch support
Prices exclude VAT, printing and production. Prices shown are for the Egyptian market; GCC projects are quoted in USD.
Brand identity, answered.
How much does a brand identity cost in Egypt?
Our identity projects start from EGP 25,000 for an essential bilingual identity, EGP 45,000 for a full identity with a brand guidelines book, and EGP 75,000 for a retail identity system with signage, POSM and packaging rules. The final figure depends on scope, the number of applications and the timeline.
What is a brand guidelines book?
It is the rulebook for your brand: how to use the logo, colours, type, photography and tone of voice. Ours also cover how the identity applies to signage, packaging and the shop floor, so every designer, printer and contractor gets it right.
Do you design the Arabic and English logo together?
Yes. Arabic and Latin are designed as equal partners from the first sketch, with matched weight, rhythm and size. We never translate a Latin logo into Arabic afterwards.
Are LUMA, DALLAH, SAKAN and RUH real clients?
No. They are concept brands we created to show our process from idea to shop floor. The scenes are AI-assisted visualisations of how each identity would look in real retail settings.
How long does a brand identity take?
It depends on the scope, not on a fixed calendar. We agree the timeline in writing at the start and work to your launch date, so if your opening is close, we move at that speed.
Can you also build the stand, the signage or the packaging?
Yes. We design and build exhibition stands and pavilions, and we can coordinate the production of signage, POSM and packaging with your suppliers or ours.
Do you work in Saudi Arabia, the UAE and the Gulf?
Yes. We serve Egypt first, then Saudi Arabia, the UAE, Bahrain and Kuwait. GCC projects are quoted in USD, and Arabic copy is written natively in the local dialect.
Build a brand that holds up on the shop floor.
Tell us about your business, your customers and where your brand will live. We'll come back within one business day with a clear read and the right package.
+20 101 818 5188
eslam@nextwave360.net
Phone
+20 101 818 5188
Location
Mokattam, Cairo, Egypt