How we rebranded Arabic, again

In the third successful edition of Arabian Days festival, we continued bringing the Arabic language back to the youth. The campaign that started 2 years ago with a bold ‘rebrand’ of Arabic, a unique dynamic brand system reintroducing the multidimensionality and newborn beauty of the language delivered through immersive experiences, art installations and interactive merchandise, continued with an edgy rendition rooted in ancient Arabic scripts last year, brought street culture vibes this year. Thousands of people of diverse age and cultural background attending the festival had an opportunity to discover Arabic as never before.