Brand identity and launch campaign · Jordan, 2026
Al Hassan
Al Hassan makes furniture to measure in Jordan — a workshop, not a warehouse, where a sofa is cut for the room it is going into rather than picked off a floor.
So the identity had one job: look like a tailor rather than a showroom. The mark is a four-leaf rosette built on a cross, close enough to the geometry carved into Levantine woodwork to feel local and regular enough to be stamped, stitched or routed into a piece. The line under it does the rest — furniture, tailored to the life that fills it.
The lockup, in the olive the mark is drawn in and the white it takes on anything dark. The rosette sits above the name rather than beside it, which is what lets it come away and work alone on a tag or a cushion.
The book the mark came out of. It makes the argument in one spread — the chevron that repeats along the border of a Jordanian shimagh, taken as a single stroke and turned four times to meet at a centre — and then holds itself to a watch-house’s discipline about what follows: one primary lockup, four colours, and every surface drawn rather than described.
The launch campaign, which never photographs a room. Every frame is one piece in a half-lit olive studio with a tailor’s tool left on it — a tape over a chair back, pins in a calico arm, a folding rule on a sideboard, a threaded needle in leather. The claim is made by the prop, so the headline never has to say bespoke.
And the film it launched with, cut vertical for the feed: one chair, one wall, and the light moving across it until the line arrives. Furniture made to its measure.