FBMI is the vision of Her Highness Sheikha Fatima Bint Mohamed Bin Zayed, daughter of the Crown Prince of Abu Dhabi, and Tanweer Investments. Together, they founded the social initiative with a powerful vision – to empower Afghan women to work themselves and their families out of poverty, by training them in traditional carpet making.
KKD were asked to redesign the entire brand, from rethinking the logo to the whole retail concept. Our initial client workshop brought both aspects of the business together with a single vision and mission, defining the shared values of: Empowered Dignity, Inspiration, Pursuit of Excellence and Preservation.
Rethinking FBMI’s branding in line with these core values, we refined the logo, created the brand identity and toolkit, website look and feel, photography style and tone of voice. We established FBMI as a retail brand for the premium market, creating the in-store communications, signage, labels and packaging.
The graphics and the interior design work together to tell the story of how FBMI’s artisans weave the humble ingredients into items of beauty, ‘from sheep to shop’, underscoring raw materiality and human connection.