Aswad

"Aswad" in Arabic means "Black".

This colour gives the essence of mystery, and calmness.

When worn, it helps in looking sophisticated and elegant.

Thus, inspiring a passionate group of friends to open a clothing line for teens and young adults who are

strong.. contained.. and powerful,

which are also what the colour black evokes.

At first they thought the name should be in Arabic to show that it is proudly made in Egypt. But had some concerns with the competitive market, due to that many clothing stores are known and successful with their Arabic names, for example "Nas Trends" which was also a good name because it triggered both English and Arabic to reach more in the market. Thus fearing their USP, positioning and target market. However, trials needed to be done to decide.

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Clothes are made by intertwined fabrics together, forming a surface.

These twists and turns make a pattern that eventually makes a cloth.

Thus, any material we wear, has this DNA thread look to it if we look closely.

Therefore, it makes sense that the “DNA” of this brand, is “Aswad”

Price tags, bar codes, even QR codes are a big part when it comes to shopping.

This abstract way in catching the buyers attention while still having the words “Aswad” in it, will make the brand extremely memorable, that anytime anyone sees a bar code anywhere will think of the brand instead!

Plus, it’s simplicity and high contrast will make it unforgettable and will stand out from the busy competitive crowd