In saffron, trust is the product.
Saffron buyers arrive suspicious. It is the most faked spice in the world, and most people assume a seller is lying until proven otherwise. Pure Red Gold had a beautiful boutique in Abu Dhabi and a range people loved in person — but online, the brand could not take a single order, and its details were out of date.
The brief was everything at once: give the brand one confident identity, put it on every label and box, open an online boutique in two languages, and make the brand easy to buy from wherever a customer already is — the website, WhatsApp, delivery apps and the map in their pocket. The brand could not compete on a hundred years of history, so we built it to be open instead: the grade on the label, a grading guide on the site, and a price next to every piece.
- Brand system
- Packaging & print
- Bilingual e-commerce
- Checkout & payments
- Delivery apps & marketplaces
- Google Maps & local search
- Sales tracking
- Team guides & handover
Six logo options, one final logo.
We started from the owner’s own brand concept and turned it into a system that holds at every size. Six logo layouts were tested where they would really live — a shop sign, a WhatsApp avatar, an Instagram circle, a 30 mm hang tag. The one-line wordmark won. The crocus symbol and the name were redrawn as clean files that print sharp at any size, in two brand colours: gold and deep crimson.
Every label, tag and bag — print-ready.
Packaging is where a saffron brand is judged first, so every piece was drawn to the millimetre and specified for the printer: gold foil on crimson board for the hang tags, crimson and black on ivory for the labels. The saffron labels went through seven rounds of changes before going to print. Thirteen English–Arabic labels cover the Signature sweets range in three sizes, each with a barcode and full Arabic text.
- Saffron hang tags, jar labels, extract labels and box labels — final and ready to print
- 13 English–Arabic labels for the Signature sweets, in three sizes
- 250 g sweets box with a custom pattern band — artwork ready for the factory
- Gift boxes for the saffron jars and extract — two box styles each
- Four shopping-bag sizes in gold foil, staff name tag, tamper seal and ribbon
Two languages, one store, live in two days.
The store went live on its own domain two days after kickoff, in both languages, and kept growing: 25 pages in English and 25 in Arabic, with Arabic reading right to left on every page, all the way to checkout. Thirteen product pages per language, a grading guide and a boutique page. Shopify runs quietly behind it for checkout and stock only, with card payments, PayPal and three delivery zones — free across the UAE over AED 200.
- Fast-loading pages, with Arabic as complete as English — checkout included
- Secure Shopify checkout with card payments and PayPal
- Products set up to show in Google Shopping, with sales tracked in Google Analytics
- Every page rewritten so people can find it on Google
Easy to buy from, wherever the customer is.
A boutique in a mall needs to be found on a map and ordered from a phone. We set the brand up on every channel its customers already use, each with its own artwork and menu built from one product source.
Built to run without us.
A brand only stays consistent if the team can run it. The team received nine step-by-step guides covering 144 everyday tasks — stock updates across the till, the store and every app; shipping; listings; photography — plus email set up so its messages stay out of spam, a link between the shop till and the online store, and a 341-page handover guide that records every account, file and decision.
The boutique and its range. Photos: Pure Red Gold.
- 16 JulProject starts
- 18 JulStore live on pureredgold.com, in English and Arabic
- 30 JulLogo symbol and name redrawn as final files
- 20 AugFinal logo layout picked from six options
- 25 AugSweets box artwork sent to the factory
- 22 SepWhatsApp shop live with 20 products
- 30 SepFull handover guide delivered to the team
- 5 OctFinal saffron labels ready for the printer
A brand that has to be trusted on sight?
Identity, packaging, a store that sells in two languages and the channels around it — one studio, one plan.
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