Branding

Ghemar

Riyadh, Saudi Arabia · 2025

Overview

A friendly, trust-first identity for a Saudi laundry pickup-and-delivery brand. Built around a smiling mascot tucked inside a washing machine drum — equal parts neighborhood character and modern service mark — the system makes a chore feel like a favor from a friend.

The Challenge

Stand out in a crowded gig-services category dominated by cold, identical apps — and earn the kind of trust people only give to a brand that feels human at every touchpoint, from the bag at the doorstep to the icon on the phone.

Our Approach

We anchored the identity in a single confident mascot and a calm teal palette balanced by warm linen and soft mist. The system extends from the app icon to delivery vans, uniforms, stickers, and the canvas laundry bag — every surface carries the same friendly tone.

The Outcome

A complete identity kit that lets Ghemar walk into any new neighborhood already feeling familiar — a brand customers recognize from the van, the bag, and the social feed before they even open the app.

Color palette

A four-color palette built around trust and freshness. Deep Trust anchors the system with quiet authority, Clean Teal adds energy and cleanliness, and Soft Mist with Warm Linen keep everything soft on the eye — even on the side of a delivery van or a phone notification at 8 a.m.

Deep Trust

#036A80

Clean Teal

#0FA4A8

Soft Mist

#D0DBE8

Warm Linen

#DDD8C6

Typography

Omnes Arabic Hairline

Omnes Arabic Hairline is the single typeface — chosen for its rounded, friendly geometry and equal poise in Arabic and English. Three weights — Bold, Medium, and Regular — cover the entire hierarchy without ever feeling clinical.

Omnes Arabic Hairline Bold

AaBbCc 123

Omnes Arabic Hairline Medium

AaBbCc 123

Omnes Arabic Hairline Regular

AaBbCc 123

Logo system

The logo is locked into two layouts: a vertical mark for app icons, stickers, and stamps, and a horizontal lockup for signage, vans, and social profile banners. A 50-pixel safe zone protects the mark in every placement.

Brand in the wild

Templates and surfaces where the brand speaks — Instagram posts, stickers, the visual pattern, and the goodbye splash. Every layout uses the same mascot, palette, and tone of voice.

Mockups

Real-world products carrying the identity — the delivery van wrap, driver uniforms and caps, the canvas laundry bag, apparel mockups, print materials, and the notepad. The brand isn't just on a screen — it shows up on every surface the customer touches.