Roots® – Back to Basics
A luxury fashion brand born in Qatar, redefining elegance through simplicity. In a world where trends often overshadow authenticity, Roots emerges as a return to what truly matters — timeless design, intentional detail, and effortless sophistication.
A luxury fashion brand born in Qatar, redefining elegance through simplicity. In a world where trends often overshadow authenticity, Roots emerges as a return to what truly matters — timeless design, intentional detail, and effortless sophistication.
Founded by influencer Abdullah Al-Ghafri, the brand embodies a minimalist aesthetic that speaks louder than extravagance. With clean lines, refined fabrics, and a focus on essentials, Roots offers a calming contrast to the noise of fast fashion — a statement of quiet confidence for those who know that true luxury is simplicity done right.
In a remarkable milestone, Roots proudly collaborated with international icon Khaby Lame and automotive giant JETOUR — a partnership that marks a significant achievement in our journey and reflects the global resonance of our vision
The logo features an open circular frame symbolizing growth and adaptability, with a root-inspired mark at the center representing identity and grounding. It serves as a base for evolving “patches” — interchangeable icons that reflect different phases and ideas while staying true to the brand’s core.
The olive green and beige color palette was chosen for its timeless elegance and its natural connection to the brand’s essence.
The olive green and beige color palette was chosen for its timeless elegance and its natural connection to the brand’s essence.
This collection was thoughtfully designed with a color palette that carries intentional meanings, each shade reflecting a part of the brand’s story:
Black & White (Basics): Timeless and versatile essentials, suitable for any occasion or setting.
Burgundy: Inspired by the color of the Qatari flag, honoring the birthplace of the brand.
Olive Green: Symbolizes roots, identity, and a deep connection to origin.
Beige / Caramel: Draws from the color of desert sand, representing the surrounding environment and culture.
Each color was carefully chosen to visually narrate the essence of the brand and strengthen the overall concept of the collection.
Social media designs & photography produced by Owl Agency, perfectly complementing the brand’s identity and visual direction.
This project means a lot to me — not just because I was part of it, but because I single-handedly brought it to life from A to Z. From crafting the complete brand identity, designing the full product line, building the website, to directing and overseeing the photoshoots — every detail was shaped by my hands and vision.
I’m proud of the creative journey, and even more proud of the collaboration with Abdullah Al-Ghafri, who pushed the brand to new heights by making it reach Khaby Lame and partnering with JETOUR.
This wasn’t just a project — it was a statement. A reminder that real power lies in those who can create, lead, and deliver — all in one.
Client
ROOTS
Location
QATAR
Industry
Fashion Brand
Service
Visual Identity Design, Product design and website design
Be sure to follow us on Instagram
THANK YOU ALL!