Fictional Concept Project
Sector: Hospitality
Location: Al Ula, Saudi Arabia
Scope: Brand Identity · Packaging · Guest Experience Collaterals
Challenge
This fictional project explores the creation of a distinctive brand identity for a boutique desert retreat in Al Ula, where luxury meets the raw beauty of sandstone landscapes. The challenge was to envision a hospitality brand that could blend heritage and contemporary design, evoking the serenity of the desert while appealing to an international, design-conscious audience.
The goal was to define a cohesive experience across multiple touchpoints — from the logo and color palette to in-room communication, amenities, and spa product packaging — all while maintaining a tone of voice that feels intimate, warm, and subtly playful.
Outcome
Niccoli.Design imagined Almaza (“the diamond” in Arabic) as a hidden gem of the desert — refined yet rooted, luminous yet grounded. The asymmetrical diamond emblem was inspired by the geological formations of Al Ula, while the palette of sand, gold, terracotta, deep indigo, and olive green reflects the landscape’s natural contrasts.
A poetic but functional tone of voice was applied across all guest touchpoints — transforming everyday details like keycards, water bottles, and toiletries into storytelling elements that enhance the sense of place.
Through this conceptual exercise, Almaza demonstrates how a holistic design system can elevate the hospitality experience, merging visual identity, spatial cues, and sensory branding into a seamless narrative of elegance and calm.