Branding
Visual Identity
 

Dunya is a modern Arabic beach lounge at JBR, built around the idea of “the life we live.” The concept explores the rhythm of daily life — shifting from calm mornings to vibrant nights — while balancing contemporary city culture with subtle references to heritage. The space is designed as a multi-sensory experience, where atmosphere, environment, and interaction work together to create a cohesive and immersive identity.

 

The visual identity translates this concept into a clear and flexible system. A symbolic logo combines elemental forms — sun, moon, and waves — representing the transition between day and night and the connection between nature and modern living. Supporting graphic devices and an earthy color palette draw from natural and cultural elements, creating a brand language that feels warm, refined, and adaptable across different moments and touchpoints.

 

The system is applied across menus, packaging, posters, and digital content to ensure consistency and recognisability. This extends into Dunya Sundown Sessions — a recurring activation designed to bring the brand to life through music, scent, and curated experiences, reinforcing Dunya as a living, evolving environment rather than a static identity.