Mo Jahangir Design




Identity, Packaging


Art Director, Graphic Designer

UAE | 2018
Hofel is an up and coming craft store based in Dubai, UAE. Hofel prides itself on promoting diversity and uniqueness through vibrant crafts to suit anyone and everyone’s home.


Hofel is Alhelal’s line of Modernist/culture-based home decors. Its many SKUs cross multiple categories. But sales needed to be kicked into higher gear. Hofel marketing manager asked us to help build renewed enthusiasm eyecathing by rethinking the brand.


Our brand platform, Alhelal, “Easily Modern,” emerged from an insight into Millennials’ decorating journey: They struggle to recreate “that look.” Their journey begins on Pinterest. Upon falling in love with a look, they venture to several stores in an attempt to recreate it. Almost always the attempt in is vain. “Difficult,” “time consuming,” “expensive” is they described their shopping experiences. We knew Hofel could make it easier for them. Inspired by Arab artists and potential in local craftsmanships, the full line of items is easily mixed and matched to attain a clean, modern look – a look, we noticed, that also fills Pinterest’s boards. Leveraging our Pinterest insight and the guest’s journey, we approached product photography not only as imagery for packaging but as inspiring content that would feel authentic to, yet eye-catching on, Pinterest as well. That way, Millennials could see something on Pinterest, go to the store – and see that exact image on the shelf. In short, we recreated Pinterest in the real world and created a seamless content experience.

A new identity system – along with refreshed product design by local artists – is helping Hofel drive a much-better-than-hoped-for growth in sales.