Souq Okaz

Souq Okaz is one of the last few remaining cultural events from before the Ministry of Culture began Saudi Arabia's cultural renaissance.

The brand had to both be reminiscing of the festival's heritage and tradition and also upgrade and update it to meet the changing preferences of the Saudi consumers of today.

The visual solution for this project represents the many symbols of the city of Taif - where the festival is held every year — and the festival itself. The Taif roses, the event's traditional fireworks and camel races and city's iconic rock paintings all come together in an exciting patchwork of reasons for Saudis — of all generations and walks of life — to visit the event.