A revised identity for the e-commerce platform reimagining how stores launch in Kuwait and the GCC — with Azoz, the AI that does the heavy lifting.
v2.0
Brand guidelines
May 2026 · Internal
01 What we're evolving
An evolution, not a rebuild.
The foundation from the first round is strong — the wordmark, the type pairing, the spirit of the mascot all stay. This revision sharpens a few areas as the product moves closer to launch: tightening the colour system for SaaS application, promoting the illustrated Azoz character we developed in-house, and proposing tagline alternatives now that the positioning is clearer.
Foundation
What stays
The “e”-in-circle wordmark, Fractul + Alexandria typography, the bilingual approach, and the violet-led colour direction all carry forward from the original identity work.
Evolution
What we're refining
One primary violet instead of four equally weighted neons. The illustrated Azoz character (developed in-house) replaces the simpler chatbot icon. Tagline candidates explored. New social and stationery applications added.
02 Brand essence
Premium, but never too serious.
EYalla sits between two extremes. Not Stripe-cold. Not Mailchimp-cute. We're confident regional infrastructure with a friendly face — and that face is named Azoz.
Position
The fastest path from idea to running an online store in Kuwait and the Gulf — with an AI assistant who actually understands the region.
Tension
We sell to serious businesses with a cartoonish mascot. The brand has to hold both — credible enough for a CFO, warm enough for a first-time seller.
Tone
Direct, bilingual, never patronising. We say yalla because we mean let's go — not because it's a marketing gimmick.
Audience
Kuwaiti and GCC entrepreneurs launching their first store, and established retailers ready to ditch the spreadsheets. Both speak Arabic. Most also work in English.
03 Brand story
Why EYalla exists.
Most commerce platforms were built for someone, somewhere else. Their tax logic doesn't speak Arabic. Their checkout doesn't know what KNET is. Their support hours close before Khaleeji business owners log on. They treat the Gulf like an afterthought.
EYalla starts from the opposite premise: that the next million online stores in this region deserve infrastructure built around how merchants actually work here — bilingual by default, fluent in local payment rails, opinionated about logistics, and friendly enough that a first-time seller doesn't need a developer to launch.
And because launching a store still feels intimidating to most people, we put Azoz in the middle of the product — an AI assistant who carries the regional knowledge of a seasoned shopkeeper and the patience of someone who's onboarded ten thousand stores before yours.
This is the story we tell, in long form on the About page, in short form in every pitch, in one breath when a friend asks what we do.
Mission
Help every merchant in the Gulf open and grow an online store — without needing a developer, an agency, or English fluency.
Vision
The default commerce infrastructure for the Arabic-speaking world.
Values · how we work
Four principles that show up in every product decision, hiring conversation, and customer email.
VALUE · 01
Yalla beats perfect.
السرعة قبل الكمال
We ship in days, not quarters. A merchant making sales tomorrow beats a feature shipping next year.
VALUE · 02
Region first, always.
الخليج أولاً
We don't bolt the Gulf on as a localisation layer. Arabic, KNET, Mada, Hijri dates, RTL — all native, all from day one.
VALUE · 03
Make AI useful, not loud.
ذكاء صامت ومفيد
Azoz does the boring work — cataloging, copywriting, support triage. He doesn't show off; he ships orders.
VALUE · 04
Treat merchants like partners.
التاجر شريك
No tier-shaming. No upsell traps. If we win, we win because their stores grow. That's the deal.
Positioning statement
For Kuwaiti and GCC entrepreneurs who want to sell online but don't want to wrangle developers, EYalla is the commerce platform with a built-in AI shopkeeper that turns ideas into running stores in minutes — because the Gulf deserves infrastructure built for the Gulf, not localised into it.
04 Audience personas
Three people we build for.
Every product decision, marketing line, and onboarding step has to land for at least one of these three. They're composites — not real customers — but they're how we keep "for the Gulf" from drifting into "for everyone".
N
Noura · 28
نورة · رائدة أعمال جديدة
LivesSalmiya, KuwaitDoesBuilt a perfume brand on Instagram, ready to make it realSpeaksArabic first · English fineTechStrong on Instagram + WhatsApp · never used Shopify
"I get a hundred DMs a day asking for prices. I just want a real link to send them — without hiring a developer."
Needs
Launch in a day
KNET / Apple Pay
Arabic everything
Easy product photos
Pains
English-only platforms
Hiring devs
Lost DMs orders
Hard pricing tiers
F
Faisal · 41
فيصل · صاحب سلسلة محلات
LivesKuwait CityDoes3 physical stores, 12 staff, growing despite the spreadsheet hellSpeaksArabic + English fluentTechUses a Foodics-style POS · ready for omnichannel
"Excel and WhatsApp are not a system. I need one place that shows revenue, inventory, and what to reorder by Sunday."
Needs
Inventory sync
Multi-store reports
Bilingual staff UI
Tax-ready invoices
Pains
Manual reorders
Staff training
Migration cost
Vendor lock-in
Y
Yousef · 32
يوسف · مطوّر
LivesRiyadh — builds for Kuwaiti clientsDoesLead engineer at a regional digital agencySpeaksEnglish + ArabicTechReact, Node, Stripe, Shopify · evaluating EYalla's API
"If the docs are in English and the API doesn't speak KNET natively, I'm back to building three integration layers. Show me a real SDK."
Needs
Solid REST + webhooks
SDKs (Node, PHP)
Sandbox + dev keys
Real KNET integration
Pains
Half-built APIs
Vague rate limits
Slow support
Closed source
05 Logo system
The wordmark stays. The colour rules change.
The "e" inside a circle + slab wordmark is the agency's strongest contribution — keep it. What changes is how we apply colour. One primary version, two functional alternates, no rainbow.
Primary · on cream
Default · always preferred
Reverse · on ink
For dark surfaces
On violet
Hero treatments only
Do
Use the violet primary on light backgrounds 90% of the time.
Keep at least 1× the "e" mark width as clearspace on every side.
Reserve the all-white logo for dark photography or the violet brand surface.
Pair the logo with one of the approved taglines when context allows.
Don't
Don't use the pink, yellow, or orange colourways from the original logo set — keep the system to three approved colourways above.
Don't apply gradients, drop shadows, or strokes to the wordmark.
Don't place the logo on busy photography without a violet or ink overlay.
Don't rebuild the "e" mark in another typeface — only use the supplied SVG.
App icons & favicon
When the EYalla mark needs to live inside an app icon, favicon, or notification glyph, use the circular "e" mark — not the full lockup. Iris backgrounds by default, Ink for notification glyphs.
iOS1024 × 1024
Androidadaptive · 1024 × 1024
Favicon32 · 16 · SVG
Notificationsilhouette · 24 · monochrome
06 Co-branding lockups
Our logo, next to theirs.
EYalla is infrastructure — which means we live alongside the payment and shipping partners that make the product work. The rules below keep these lockups looking deliberate, not stitched together.
Payment partners
MyFatoorah
Tap
PayPal
Three certified payment partners. Use the divider-style lockup whenever announcing an integration, sitting on a checkout footer, or appearing in joint marketing.
Shipping partners
Aramex
DHL
Shipping integrations are user-facing inside the merchant dashboard. Dark lockups for app surfaces and product UI. Same divider rule applies.
Rules of pairing
Hierarchy
MyFatoorahPayment partner
EYalla logo always leads (left in LTR, right in RTL). Partner sits second, in their official wordmark colour. Never invert this order on EYalla-owned surfaces.
Spacing
↔ 1×e ↔
Tap
Clearspace between marks is at least 1× the width of the "e" symbol on both sides of the divider. Never let logos crowd each other.
"Powered by" treatment
Powered by
For partners using EYalla on their own surfaces (white-label storefronts, agency case studies), use the smaller "Powered by EYalla" lockup. Label above in caps, logo below at 50%.
Don't
Don't merge or stack the marks into a single icon.
Don't recolor a partner's logo to match Iris.
Don't pair with more than one partner in the same lockup.
Don't use co-branding when EYalla isn't actually integrated yet.
07 Azoz · the mascot
Meet Azoz. Your shopkeeper's shopkeeper.
Azoz is the human face of EYalla's AI — a Khaleeji shopkeeper who's seen every product, every market, every late delivery, and knows what to do next. We're using the illustrated character developed in-house as the canonical version, since it carries more personality than a simpler icon ever could.
Azozعزّوز/ʕaz·zuːz/ — affectionate diminutive of Abdulaziz
Azoz wears the ghutra and aqal — a deliberate Kuwaiti / Gulf signature. He's the AI assistant inside the EYalla product, but he also becomes the brand's secondary signature across marketing, packaging, and stationery.
Where the logo is the company, Azoz is the personality.
States & expressions
Azoz has three core animation states that ship in the product. Use the right one for the moment.
Idle · ساكن
Default. Welcomes, listens, waits.
Thinking · يفكر
Processing a query or generating.
Responding · يرد
Streaming an answer, mid-conversation.
Personality matrix
Azoz speaks for the brand inside the product. These rules keep him consistent.
Trait
Azoz is
Azoz is not
Demeanour
Warm, confident, lightly humorous
Robotic, formal, sycophantic
Language
Bilingual; switches naturally; uses Kuwaiti dialect when appropriate
Stiffly classical Arabic, or English-only
Knowledge
Specific to commerce, local logistics, payment, taxes
Azoz is silent by default. But three places in the product use sound — and each has a single approved cue. Anything outside this list ships without audio.
01 · Sound
New order received
A short two-note rising chime — confident, not celebratory. Plays at 50% volume max. Off by default in the admin app; opt-in via merchant settings.
02 · Sound
Azoz response ready
One soft "tap" cue when Azoz finishes generating a long response. Subtle — earned attention, not stolen.
03 · Voice
Azoz voice persona
If Azoz ever speaks (TTS phone support, voice agent): male, mid-30s, Kuwaiti accent, slow tempo. Warm, not formal. Never AI-glossy.
08 Color palette
One hero. Two sparks. The rest is neutral.
The agency gave us four competing neons. We keep their DNA — violet is still the lead — but rebalance into a system that can build a real product UI and still feel alive.
Cloud / Mist · canvas & surfacesInk · type, dark surfacesIris · primary brand, CTAsSpark · single moment of emphasisYolk · highlights, success states
09 Typography
Fractul leads. Alexandria carries.
The agency picked well here — we just tighten the system. Fractul handles English display; Alexandria handles every Arabic glyph and doubles as a Latin body face when needed. Two families. No third typeface needed.
Body
Alexandria Regular
1.55 lh · 16px base
All paragraphs, EN & AR
EYalla is the fastest path from idea to running an online store in Kuwait — bilingual, AI-assisted, and built for how merchants actually work in the Gulf.
Eyebrow / UI
Fractul Medium
UPPERCASE · 0.04em
Tags, labels, nav
Caption12–13px / 1.5Optional secondary information goes here.
10 Tagline candidates
Five candidates to consider.
Now that we've defined the positioning more sharply (premium SaaS with a regional, conversational personality), it's worth revisiting the tagline. Below are five candidates we believe sit better with the revised voice — ranked. We recommend #1.
★ Recommended01
Yalla, sell online.
يلا، بيع أونلاين.
Owns the brand verb. Three words. Translates 1:1. Works as a tagline, a button, a hashtag, and a sentence. Best for hero pages, ads, packaging.
02
From idea to checkout.
من فكرة إلى أول طلب.
Descriptive — leads with the journey, not the brand. Good for explainer pages and B2B decks.
03
Your storefront, ready in minutes.
متجرك جاهز خلال دقائق.
Functional value-prop. Works on signup pages and onboarding, less so on brand applications.
04
Built for the Gulf. Made to grow.
صُنع للخليج. مبني للنمو.
Regional positioning play — useful for investor decks and GCC expansion campaigns.
05
Commerce, the Yalla way.
التجارة بأسلوب إي يلا.
Brand-as-method framing. Best for content marketing and editorial.
11 Voice & tone
Direct, bilingual, never patronising.
EYalla writes the way a confident shopkeeper talks to another — practical, warm, in the dialect that fits. Below: examples of what to do, and what to skip.
Do say this
Empty cart
Nothing here yet. Yalla, let's add your first product.
Active, gently nudging, branded verb.
Error state
Couldn't reach our payment provider. Trying again — give us 5 seconds.
Specific, accountable, gives ETA.
Azoz · Arabic
تمام، فهمت. خل أساعدك تضيف منتج جديد بأقل من دقيقة.
Kuwaiti dialect, helpful, action-led.
Don't say this
Generic SaaS
Unlock your e-commerce journey with cutting-edge AI solutions.
Could be any product, anywhere.
Patronising
Oops! Looks like something went wrong! Don't worry, we'll figure it out together!
Too many exclamations. Says nothing.
Robotic Arabic
نعتذر عن الإزعاج، يرجى المحاولة لاحقاً.
Formal, distant, not how Kuwaitis speak day-to-day.
12 Naming conventions
How we name what we ship.
A small set of rules for the brand mark, product features, internal codenames, and the digital surfaces EYalla lives on. Locking these now prevents arguments later — and keeps the brand consistent across emails, slides, and shipped code.
The brand mark
EYalla
eyalla · E-Yalla · e-Yalla · Eyalla
One word, CamelCase, capital E + capital Y. No hyphen, no space, no all-lowercase. In Arabic body copy use إي يلا; in display contexts use the Latin wordmark inline.
Title Case for feature names — every significant word capitalised. Pair with a short Arabic translation in marketing copy ("اقتراحات عزّوز"), but keep the English name as the canonical reference inside docs.
Internal codenames
project: Dhow · project: Sidra · project: Falaj
Internal projects take Khaleeji nature or maritime names, lowercase, prefixed with "project:". Replace with the public feature name on launch — never ship a codename to a customer.
URLs & handles
eyalla.com/azoz · /multi-currency · @eyallakw
eyalla.com/Azoz_AI · eyalla.com/multiCurrency
URLs are lowercase with hyphens, never underscores or camelCase. Social handle is @eyallakw on every platform.
File names
eyalla-pitch-deck-2026.pdf · azoz-static-v3.png
EYalla Pitch Deck 2026 (final FINAL).pdf
Lowercase, hyphens between words, version suffix where it matters. No spaces, no parentheses, no "final-final". Keep them searchable a year from now.
The mascot
Azoz · عزّوز
AZOZ · Aziz · Mr. Azoz · "the AI"
Always "Azoz" in English (one word, capital A only), always "عزّوز" in Arabic with shadda on the zay. Never refer to him as "the bot" or "our AI" in customer-facing copy.
13 In application
How it adds up.
Two quick previews — a marketing surface and the in-product Azoz panel — to show the system holding together under real layout pressure.
e·yalla
Sign in
Yalla, sell online.
The fastest way to launch a storefront in Kuwait. Built-in payments, logistics, and an AI assistant who actually understands your market.
Start free → يلا نبدأ
Azoz · عزّوز
Online
Hala wallah! Ready to add your first product?
Yes — a perfume brand, around 12 SKUs.
تمام، خل نسوي لك كتالوج بسيط أول. تبي تستورد من Excel؟
Yes, please.
Type a message…→
14 Patterns
Four motifs. One regional voice.
Patterns give the brand a way to fill empty space, divide a layout, wrap a product, or seal an envelope — without leaning on the logo or Azoz every time. The system has four. Each is rooted in something real: Kuwaiti weaving, the aqal rope, the brand verb, the forward motion of commerce.
01 · Hero pattern
Sadu Mod سدو
A geometric reduction of the diamond-and-zigzag motifs found in Kuwaiti and Bedouin Sadu weaving. The brand's most owned pattern — use it on launch campaigns, packaging tape, presentation covers, and anywhere the brand needs to feel rooted in the region.
PackagingCoversBackdrops
02 · Texture
Aqal Waves العقال
Drawn from the twisted rope band of Azoz's headgear, abstracted into a calm sine wave. Dark, restrained, atmospheric — works as a section divider, footer band, or low-contrast watermark behind type.
Section dividersFootersEmail banners
03 · Type pattern
Yalla Ticker شريط يلا
The brand verb tessellated. Use as a single horizontal band — a marquee strip across the top of a poster, a packaging tape graphic, or a footer ribbon. Bilingual by default; English and Arabic alternate on every repeat.
RibbonsTapeBanner strips
04 · Utility
Forward إلى الأمام
A simple chevron march — direct, urgent, on-brand for the "yalla" verb. Best as a one-direction accent: across a CTA strip, lining a coupon edge, or stripping the bottom of a packing slip.
CTA stripsCouponsUI accents
Sadu colourways
The hero pattern works in four approved palette pairings. Don't invent new ones — these read as EYalla; anything else doesn't.
Iris / Cloud
Yolk / Ink
Cloud / Iris
Ink / Mist
In application
Patterns appear at the edges of the brand, not the centre. Reserve large pattern fills for moments of celebration — campaign launches, packaging, event surfaces. Keep day-to-day surfaces clean.
Yalla, sell online.يلا، بيع أونلاين
Campaign poster · Sadu Mod
From ideato checkout.
Email header · Aqal Waves
15% offرمضان · 2026
Coupon edge · Forward chevron
15 Social & stationery
The brand in the wild.
A grid of Instagram tiles, story templates, business cards, and letterhead — the surfaces the brand lives on day-to-day. The system is designed so you can build any of these without inventing anything new: pick a colour, pick a layout, drop in a tagline or Azoz.
Instagram · feed grid
Nine tiles, arranged with intentional rhythm. The grid alternates colour-led, type-led, and Azoz-led posts so the profile never reads monotone. Goal: stop the scroll on any single tile, reward the visit with composition across three rows.
@eyallakw · يلا، بيع أونلاين
launch
Yalla, sell online.
@eyallakw
meet
عزّوز
Your AI shopkeeper
stat
5min
from signup to first sale
tagline
من فكرة إلى أول طلب
feature
Payments built-in.
KNET · Mada · Visa · MC
spark
New this week →
quote
"بنينا متجرنا في يوم واحد."
— نورة، مالكة Orchid Co.
The rhythm
Every row of three should contain at least one colour-led tile, one type-led tile, and one Azoz-led or product-led tile. Never let three of the same kind sit next to each other.
Use Iris no more than 3 times per 9-grid.
Spark appears once — maximum twice — per grid, as the accent.
Azoz appears on 2–3 tiles per 9-grid.
Always include at least one tile with Arabic-led typography.
Captions follow the voice rules in section 08.
Single posts · square format
Three composition recipes for individual posts. Mix and match across campaigns; never use more than one recipe per post.
Eyalla · launch
Yalla, sell online.
يلا، بيع أونلاين.
eyalla.com · @eyallakw
Meet Azoz
An AI that speaks your market.
Section 04 · The mascot
Customer · ٢٠٢٦
"بنينا متجرنا في يوم واحد، ومن دون مبرمج."
— نورة المطيري · Orchid Co.
Stories · 9:16
Vertical format for IG and Snap. Keep one idea per frame, leave the top 240px and bottom 280px clear of critical content (UI overlay zone).
Yalla, sell online.
يلا، بيع أونلاين.
Swipe up →
Meet Azoz.
تعرّف على عزّوز
Section 04
From idea to first order in minutes.
من فكرة إلى أول طلب
@eyallakw
LinkedIn · company surfaces
LinkedIn is where EYalla speaks to investors, partners, journalists, and future hires. Tone shifts a click more serious here — less "yalla", more "this is what we're building and why" — without losing the regional warmth.
Company banner · 1584 × 396
EYalla إي يلا
Commerce infrastructure for the Arabic-speaking world. Open a store in minutes — with Azoz, the AI shopkeeper built for the Gulf.
Kuwait · GCC· Series Seed· eyalla.com
LinkedIn · post variations
Three recurring post recipes — product update, customer quote, and hiring. Each follows the same compositional grammar so the feed reads as one voice across post types.
EYalla
3,142 followers · 2h
We just shipped multi-currency checkout — KWD, SAR, AED, USD, EUR.
شحنّا الدفع متعدد العملات
Read announcement →eyalla.com/blog
EYalla
3,142 followers · 1d
"
We launched our store on a Thursday and shipped our first 14 orders by Sunday morning. EYalla did the heavy lifting.
Noura Al-Mutairi · Founder, Orchid & Co.
We're hiring · يلا
Senior Product Designer
مصمم منتج أول
Kuwait City · Hybrid · Full-time
X · profile header
Faster, tighter, more direct than LinkedIn. X is where product launches and hot takes live. The header sits at 3:1 — leaves room for the avatar and bio to do work below.
Header · 1500 × 500
From idea to checkout.
من فكرة إلى أول طلب.
@eyallakw · eyalla.com
Snapchat · creatives
Snap drives a real share of awareness in Kuwait. Keep creatives vertical (9:16), Arabic-led, and impossible to misread in the first half-second — that's all you get before the thumb moves.
Yalla, sell online.
يلا، بيع أونلاين.
Swipe up to start ↑
Meet Azoz.
تعرّف على عزّوز
Swipe up ↑
5 دقائق للبدء.
5 minutes to launch your store.
Swipe up ↑
Print stationery
Print surfaces follow the same one-primary-violet rule as digital. Business cards lead with the logo on Iris; backs go quiet on Cloud. Letterhead is restrained, with Azoz tucked at the bottom corner as a signature gesture.
Business card · 3.5 × 2 in · double-sided
Sara Al-Mutairi
Head of Merchant Success
+965 9000 0000
sara@eyalla.com
Kuwait City · Salmiya
Letterhead · A4
EYALLA GENERAL TRADING CO.
COMM. REG. 000000
KUWAIT CITY · KW
25 MAY 2026
To whom it may concern,
This letter confirms that the holder is an authorised representative of EYalla General Trading Co., operating the e-commerce platform eyalla.com, registered in the State of Kuwait.
EYalla provides infrastructure and tooling for online retail across the GCC, including the AI assistant referenced internally as Azoz.
For verification, please contact our office during business hours.
Yours sincerely,
The EYalla team
eyalla.com+965 9000 0000hello@eyalla.com
Business card · alternates
Three approved alternate card designs for different roles and moments. Pick one per cardholder; don't mix systems on the same team.
Yolk · for partner-facing roles
Cloud + Azoz · for product / design
Ahmad Al-Otaibi
Principal Engineer
ahmad@eyalla.com
+965 9000 0000
Iris + Sadu · for founders
Faisal Al-Sabah
Founder & CEO
Envelope · DL
Standard DL envelope for letters, contracts, and merchant welcome packs. Iris flap with sadu pattern at low opacity reads as a sealed mark even from across a desk.
EYalla General Trading Co.
Kuwait City · Salmiya
eyalla.com · +965 9000 0000
Sealed · يلا
Digital stationery
The surfaces customers actually receive every day — email signatures and invoices. These get more reps than any other brand asset; treat them with the same care as the website.
Invoices are the most-printed EYalla surface a customer ever sees. Keep them obviously branded but typographically calm — no decorative pattern fills, no oversized logos, no Azoz front-and-centre. The brand here is in the type rhythm and the violet accent on the total.
Always use ISO codes (KWD, not د.ك).
3-decimal precision for KWD per Kuwaiti norm.
Logo top-left, invoice number top-right, total bottom in Iris.
Azoz appears at 35% opacity as a subtle signature, never blocking content.
Commerce-specific surfaces
Surfaces that ship inside actual orders — print receipts and packing slips. These reach the customer's hand or doorstep; they're brand moments.
Receipt · 80mm thermal
Orchid & Co. عطور أوركيد
Amber Oud · 50ml14.500
Rose Mukhallat · 30ml9.750
Gift wrap1.000
Total · KWD25.250
Yalla · شكراً · See you again
Packing slip · A5
ORDER #10248
25 MAY 2026
Ship to
Noura Al-Mutairi
Block 5, Street 7, House 12
Salmiya · Kuwait · +965 9000 0000
Amber Oud · 50ml×1
Rose Mukhallat · 30ml×1
Gift wrap (kraft + violet ribbon)×1
يلا، استمتعي!Packed with Azoz
Merch & swag
Reserved for launches, partner events, and merchant welcome packs. Keep merch tactile and useful — no novelty items, nothing throwaway. Each piece should outlive the event it was made for.
Canvas tote · cream + iris
يلاeyalla.com
Tee · iris on cloud
YALLA
يلا
SHIP IT
v2.0
Sticker pack · 4 designs
Coffee sleeve · launch event
Pitch one-pager · A4
For investor inbounds, press requests, and partnership conversations that need a short, branded artefact. A4 portrait, one page, the whole pitch.
ONE-PAGER
MAY 2026
CONFIDENTIAL
Commerce for the Arabic-speaking world.
التجارة الإلكترونية المبنية للخليج.
Bilingual core
Arabic + English native. RTL throughout. Built in, not bolted on.
Azoz AI
A regional shopkeeper inside every store — onboarding, copy, support.
Built for KNET
Local payments, local logistics, local invoicing from day one.
eyalla.combrand@eyalla.comKuwait City · GCC
16 Seasonal moments
The year, in EYalla colours.
A calendar of the moments that move the most volume in Kuwait and the wider GCC. For each, we have a palette adjustment and a campaign template — never a full rebrand, only a mood layer on top of the system.
Mar–Apr · 30 days
Ramadan
رمضان
Warmer, contemplative. Ink dominant with gold accents. Quiet humour, no exclamation marks.
Kuwait flag palette — green, red, white, black — used sparingly. Never replaces EYalla violet, only flanks it.
Feb · 1 month
Hala February
هلا فبراير
Festival of shopping. Lean into Yolk and high-contrast type. "بشرة خير" works as a campaign tagline.
Jun–Aug
Summer Sale
تنزيلات الصيف
Heat-coded. Spark + Yolk together (the one time we let them collide). Bold, loud, short ad cycles.
Aug–Sep
Back to School
العودة للمدارس
Stationery and uniform-focused. Ink + Iris with Cloud as canvas. Aimed at parents and student gifting.
Late Nov
Black Friday
جمعة المضاربات
Stripped down. Ink-only with one Yolk accent on the price. No patterns. Big numbers do the talking.
Dec 31 · Jan 1
New Year
رأس السنة
Year-end reflection + new-year energy. Full palette, big numerals, recap-driven content. "سنة جديدة، تجارة جديدة".
The override layer
Seasonal palettes are an overlay, not a replacement. The EYalla logo stays in Iris (or Cloud on dark). Seasonal colours appear in backgrounds, accents, and supporting type — never on the wordmark itself.
One seasonal moment per campaign — never combine Ramadan + Eid + Summer in the same asset.
Greet the season explicitly: "رمضان كريم" / "عيد مبارك" / "بمناسبة العيد الوطني".
Plan three weeks ahead — Ramadan assets ship before the first day, not on day five.
Pause Spark/Yolk-heavy treatments during Ramadan's first 10 days as a tone choice.
17 Iconography
One stroke. One family.
Icons are drawn on a 24px grid with 1.6px stroke weight, rounded caps, no fills. Two visual styles: outlined (default UI) and filled (active states, key moments). Never mix in Material Icons, Heroicons, or generic icon sets — they read as someone else's brand.
Cart
Pay
Package
Store
Hours
Folder
Chart
Settings
User
Search
Add
Chat
Home
Sadu
Azoz
Region
Email
View
Anatomy
24×24 grid1.6px strokeRounded caps
Drawn on a 24px artboard with consistent stroke weight. Outlines only for default state; switch to filled glyphs for active or selected states inside the product.
Don't
Don't mix in icons from other libraries (Material, Heroicons, Lucide).
Don't apply gradients, drop shadows, or two-tone treatments.
Don't pair icons with emoji — pick one.
Don't rotate or mirror icons to invent new ones; commission a new icon instead.
Don't draw icons that depict people in regional dress as a stereotype — Azoz is the only character.
18 Photography & illustration
Real merchants. Quiet illustrations.
When we use photos, they're of real merchants in real spaces — never staged stock. When photos aren't right, we use quiet line illustrations, drawn in the same vocabulary as our icons. We never mix the two on the same surface.
Photography · subjects & treatment
Six approved subjects. Treatment is consistent across all: natural light, warm bias, low contrast, slight desaturation. Avoid filter-heavy or glossy ad photography — it makes us look like we're selling something we're not.
PHOTO PLACEHOLDERMerchant at work
PHOTO PLACEHOLDERProduct close-up
PHOTO PLACEHOLDERStorefront / dukkan
PHOTO PLACEHOLDERHands & craft
PHOTO PLACEHOLDERPacking & unboxing
PHOTO PLACEHOLDERTeam & behind-the-scenes
Do
Shoot in natural light, golden hour preferred.
Show hands, faces, the actual work — not just the product.
Keep the colour grade warm but desaturated; aim for late-afternoon.
Always get permission and credit the merchant in the alt text.
Don't
Don't use generic stock photography — it reads as fake the moment it lands in feed.
Don't over-stylise with heavy filters, vignettes, or HDR.
Don't put the EYalla logo on busy photos without an Iris or Ink overlay strip.
Don't crop to extreme aspect ratios that lose the subject's eyes or hands.
Illustration · spot & empty-state
When we can't photograph it — empty states, abstract concepts, onboarding — we illustrate. One stroke weight, one line family, palette restricted to Iris, Ink, and Cloud.
01 · Empty state
No products yet
02 · Onboarding
First setup
03 · Success
Order received
Illustrations follow the same 1.6–2px stroke as iconography but live on bigger artboards. Never fill — only stroke. Never animate them (animated mascots are Azoz's territory). Never mix illustration with photo on the same surface.
19 UI components
The product, in primitives.
Buttons, fields, cards, and badges — the smallest pieces of the product. These are visual references, not Figma library replacements; the spec lives in the design file. Here so designers know what "an EYalla button" looks like at a glance.
14.1 · Buttons
Four variants, three sizes
14.2 · Form fields
Inputs, toggles, checkboxes
Enable Azoz suggestionsMulti-currency checkoutI agree to the merchant termsSend me weekly tips
14.3 · Badges
Status, tags, indicators
LivePaidRefund issuedDraftNew featurev2.0
14.4 · Cards · metrics
Dashboard primitives
Revenue · this week
2,184 KWD
+12.4% vs. last week
Orders
147
+8 today
Conversion
3.2%
−0.4% vs. last week
14.5 · Dark mode
The same system, after sunset
Revenue · this week
2,184 KWD
+12.4%
Orders
147
+8 today
Active stores
12
+2 this week
20 Motion principles
Motion has a rhythm.
Every state change, transition, and Azoz expression follows the same tempo rules. The goal is motion that feels intentional — fast enough to disappear, slow enough to land — never showy.
Duration scale
Four named durations. Pick one and stick to it. Don't invent new timings for every component.
150msMicro · t1
Tooltips, hover hand-offs, focus ring entry.
250msSmall · t2
Button press, toggle flip, badge appear, list reorder.
Four named easings — chosen so elements feel like physical objects, not springs or rubber bands.
ease-out
Entry. Fast in, soft landing. cubic-bezier(.16, 1, .3, 1)
ease-in
Exit. Slow start, fast off. cubic-bezier(.7, 0, .84, 0)
ease-in-out
A→B without entrance. cubic-bezier(.65, 0, .35, 1)
linear
Continuous loops only. linear · spinners, marquees.
Do
Animate state changes — only when the change is meaningful.
Use ease-out for entries, ease-in for exits. The asymmetry is the point.
Respect prefers-reduced-motion; switch to 0ms transitions when set.
Let Azoz be the one who moves the most — he carries the personality.
Don't
Don't animate type weight, colour hue, or the brand mark.
Don't use bounce or spring easings — they read as toy-like.
Don't stack more than two animations on the same element at once.
Don't use motion to compensate for a missing UX decision.
21 Bilingual rules
Two languages. One rhythm.
Most EYalla surfaces carry both Arabic and English. The rules below keep them legible to readers of either language and prevent the design from feeling like a translation slapped on top of a translation.
Hierarchy · which language leads?
Arabic-led (default in-region)
يلا، بيع أونلاين. Yalla, sell online.
For consumer-facing marketing in Kuwait and the GCC, Arabic leads at 1.4–1.6× the size of the English line, English sits below in a muted weight. This is the home default.
English-led (B2B, dev docs, investors)
Built for the Gulf. صُنع للخليج.
For developer docs, investor materials, and partner outreach, English leads with Arabic as a supporting line. Same rule of 1.4–1.6× ratio, inverted.
Mixing inside a sentence
Do
ابدأ متجرك علىEYallaخلال دقائق.
The brand name and Latin product names stay in Fractul, LTR, embedded in the Arabic sentence. No transliteration of the brand into Arabic letters in body copy — keep the wordmark intact.
Don't
ابدأ متجرك على إيالا خلال دقائق.
Don't transliterate the brand into Arabic letters inside copy — it loses the wordmark and breaks recognition.
The rule book
15.01Brand name in ArabicIn hero typography and brand-introduction contexts, use إي يلا. In body copy, use the Latin wordmark EYalla regardless of surrounding language.
15.02NumeralsUse Western Arabic numerals (0–9) across all surfaces in both English and Arabic copy. Eastern Arabic numerals (٠–٩) are reserved for ceremonial or editorial use only.
15.03CurrencyFormat with the ISO code: 2,184 KWD · 490 SAR · 1,200 AED. Don't use symbols (د.ك, ر.س) in product UI — they vary by font; ISO codes don't.
15.04DatesDefault to Gregorian for product UI: 25 May 2026 / ٢٥ مايو ٢٠٢٦. Include Hijri only on receipts, contracts, and seasonal campaigns where it matters.
15.05PunctuationUse Arabic punctuation in Arabic copy — comma ،, question mark ؟, semicolon ؛. Latin punctuation inside Arabic copy looks careless.
15.06DirectionEvery Arabic-led screen flips fully: nav, charts, progress, slide direction. Don't half-flip. Use dir="rtl" at the root and let the cascade handle it.
15.07Translation, not transliterationLocalise meaning, not sound. "checkout" becomes "إتمام الطلب", not "تشيك آوت".
15.08Voice carries acrossIf a sentence sounds patronising in Arabic, it sounds patronising in English. Voice rules in section 08 apply to both languages equally.
22 Accessibility
Built for everyone.
A commerce platform that excludes screen-reader users, low-vision shoppers, or anyone using a keyboard is a platform that loses customers. EYalla targets WCAG 2.2 AA as the floor — not a finishing touch.
Colour contrast · approved pairings
All EYalla colour pairings meet or exceed 4.5:1 (body) or 3:1 (large text). Anything below gets escalated.
Pair
Sample
Ratio
WCAG
Use
Ink on Cloud
body 14px
18.2 : 1
AAA
Default body text everywhere
Iris on Cloud
link text
8.1 : 1
AAA
Links, accent type
Cloud on Iris
cta button
7.8 : 1
AAA
Primary CTAs
Ink on Yolk
highlight
15.4 : 1
AAA
Badges, highlights
Stone on Cloud
caption 13px
6.4 : 1
AA
Captions, helper text
Spark on Cloud
accent only
4.6 : 1
AA
Large accent only — never body
Beyond colour
Focus states
Every interactive element has a visible focus ring — 3px Yolk, 2px offset. Never use outline: none without replacing it.
Touch targets
+
Minimum tap area is 44 × 44px. Smaller visual elements get a transparent padding zone to hit the floor.
Don't rely on colour alone
ErrorPaid
Pair every colour state with a label, icon, or position. A red badge with no word "Error" is invisible to anyone colour-blind.
Text size floor
Body — 16px defaultCaptions — 14px minimumAnything below 12px
Body text never below 16px. Captions never below 14px. Print collateral never below 9pt.
Reduced motion
@media (prefers-reduced-motion: reduce)
Strip transitions to 0ms when the user opts out. Azoz idles instead of animating. Confetti and parallax disabled entirely.
RTL screen readers
المتجر · ١٢ طلب · ابدأ
Set lang="ar" and dir="rtl" on Arabic surfaces. Screen readers in Arabic — VoiceOver, NVDA — need both to pronounce names correctly.
23 Microcopy library
The small words that do the work.
Errors, empty states, confirmations, push notifications. Most product writing is microcopy — and most microcopy is where brands go to die. Below: a working library of EYalla-voice examples, in both languages.
Empty states
When there's nothing to show, give a next action — not a sad illustration.
Context
English
العربية
Empty product catalog
Nothing here yet. Yalla, add your first product.
ما عندنا منتجات لين الحين. يلا، ضِف أول منتج.
No orders yet
No orders yet — but your store's live. Share the link.
ما وصلت طلبات بعد، بس متجرك شغّال. شارك الرابط.
No analytics data
Give it 24 hours — we'll start showing real numbers as orders come in.
خلّها ٢٤ ساعة وبتشوف الأرقام الفعلية بعد أول طلبات.
Errors
Be specific. Tell them what failed and what to do next. No "Oops!"
Context
English
العربية
Payment provider down
Couldn't reach KNET. Retrying — give us 5 seconds.
ما قدرنا نوصل KNET. نحاول ثانية، خمس ثوانٍ بس.
Invalid image upload
That image is over 5 MB. Try a smaller one or we'll compress it for you.
الصورة أكبر من ٥ ميغا. جرّب وحدة أصغر، أو نضغطها لك.
Form validation
We need a phone number to send order updates to your customers.
نبي رقم تلفون عشان نرسل تحديثات الطلبات لزبائنك.
Network offline
Looks like you're offline. We've saved your draft — come back when you're connected.
يبدو إنك مو متصل. حفظنا التعديل، ارجع لين تتصل.
Confirmations
Make wins feel like wins. No exclamation-mark spam.
Context
English
العربية
First order received
Your first order. Mabrook. Azoz is preparing the invoice.
أول طلب لك. مبروك. عزّوز يجهّز الفاتورة.
Product published
Live. Customers can buy this now.
المنتج نُشر. الزبائن يقدرون يشترونه.
Settings saved
Saved.
تم الحفظ.
Push notifications
Short, specific, never marketing-y. Earn the lock-screen real estate.
Context
English
العربية
New order
New order · 14.5 KWD · pay later customer
طلب جديد · ١٤.٥ د.ك · زبون يدفع لاحقًا
Payout
Today's payout is on its way: 312 KWD.
تحويلة اليوم في الطريق: ٣١٢ د.ك.
Inventory low
Only 3 left of "Amber Oud 50ml". Restock?
باقي ٣ من "عنبر العود ٥٠ مل". تعبّي المخزون؟
Azoz suggestion
Azoz drafted 4 product descriptions overnight — want to review?
عزّوز كاتب لك ٤ أوصاف منتجات الليلة. تحب تراجعها؟
Button labels
Verb first. Tell the user what will happen.
Action
English
العربية
Save settings
Save changes
احفظ التغييرات
Cancel a draft
Discard draft
تجاهل المسودة
Confirm destructive
Yes, delete store
نعم، احذف المتجر
CTA primary
Start free
ابدأ مجانًا
CTA secondary
See plans
شوف الباقات
24 Do & don't gallery
The mistakes we don't make.
A reference wall of the things that have shown up in design reviews — six clear "don't"s and three matched "do"s. Print this page and stick it above your monitor.
Don't
Yalla, sell online.
Don't use all four neons at once. Iris leads — Spark + Yolk are accents only.
Do
Yalla, sell online.
One Iris highlight in a calm Cloud + Ink layout. Confidence, not chaos.
Don't
Don't drop the logo on busy photography without a violet or ink overlay.
Do
Same photo, with an Iris overlay — wordmark stays legible, mood survives.
Don't
Don't stretch, squash, rotate, or apply effects to the wordmark.
Don't
🚀 Yalla! 🎉 Sell online! 💰✨
Don't pad copy with emoji. EYalla has a mascot — he carries the warmth.
Don't
"Oops! Looks like something went wrong! Don't worry, we'll figure it out together!"
Don't apologise endlessly. State the problem, give the fix.
Do
Couldn't reach KNET. Retrying — give us 5 seconds.
Specific, accountable, on the clock. EYalla voice.
Don't
Don't multi-colour the patterns. One pattern, one colour.
25 Brand governance
Who owns this, and how to use it.
A brand without a custodian drifts within six months. The roles, channels, and version history below keep EYalla intact as the team grows.
Brand team
Who to ask
The EYalla brand is owned and maintained by the Design team. For new assets, partner co-branding sign-off, or anything that touches the wordmark in a way this document doesn't cover, talk to us first.
"EYalla", "Azoz", the EYalla wordmark, and the Azoz character are trademarks of EYalla. Unauthorised use, reproduction, or modification is not permitted.
The Sadu Mod and Aqal Waves patterns are original commissioned work and part of the brand IP.
Version history
v2.0Full revision. New primary palette, illustrated Azoz, Sadu Mod patterns. Twelve new sections covering personas, partners, motion, accessibility, microcopy, governance, and more.May 2026
v1.3Added Fractul + Alexandria pairing. Refined logo clearspace rules.Dec 2025
Licensing note · Fractul, Alexandria and Inter are all licensed for web and product use. Alexandria and Inter ship under the SIL Open Font License (OFL) — free to embed and distribute. Fractul ships under its own licence — check the included EULA before embedding outside EYalla properties.
The brand in
the wild.
A grid of Instagram tiles, story templates, business cards, and letterhead — the surfaces the brand lives on day-to-day. The system is designed so you can build any of these without inventing anything new: pick a colour, pick a layout, drop in a tagline or Azoz.
Instagram · feed grid
Nine tiles, arranged with intentional rhythm. The grid alternates colour-led, type-led, and Azoz-led posts so the profile never reads monotone. Goal: stop the scroll on any single tile, reward the visit with composition across three rows.
إلى أول طلب
built-in.
this week →
The rhythm
Every row of three should contain at least one colour-led tile, one type-led tile, and one Azoz-led or product-led tile. Never let three of the same kind sit next to each other.
Single posts · square format
Three composition recipes for individual posts. Mix and match across campaigns; never use more than one recipe per post.
sell online.
speaks your
market.
في يوم واحد،
ومن دون مبرمج."
Stories · 9:16
Vertical format for IG and Snap. Keep one idea per frame, leave the top 240px and bottom 280px clear of critical content (UI overlay zone).
sell online.
first order
in minutes.
LinkedIn · company surfaces
LinkedIn is where EYalla speaks to investors, partners, journalists, and future hires. Tone shifts a click more serious here — less "yalla", more "this is what we're building and why" — without losing the regional warmth.
LinkedIn · post variations
Three recurring post recipes — product update, customer quote, and hiring. Each follows the same compositional grammar so the feed reads as one voice across post types.
Designer مصمم منتج أول
X · profile header
Faster, tighter, more direct than LinkedIn. X is where product launches and hot takes live. The header sits at 3:1 — leaves room for the avatar and bio to do work below.
Snapchat · creatives
Snap drives a real share of awareness in Kuwait. Keep creatives vertical (9:16), Arabic-led, and impossible to misread in the first half-second — that's all you get before the thumb moves.
sell online.
للبدء.
Print stationery
Print surfaces follow the same one-primary-violet rule as digital. Business cards lead with the logo on Iris; backs go quiet on Cloud. Letterhead is restrained, with Azoz tucked at the bottom corner as a signature gesture.
sara@eyalla.com
Kuwait City · Salmiya
COMM. REG. 000000
KUWAIT CITY · KW
25 MAY 2026
To whom it may concern,
This letter confirms that the holder is an authorised representative of EYalla General Trading Co., operating the e-commerce platform eyalla.com, registered in the State of Kuwait.
EYalla provides infrastructure and tooling for online retail across the GCC, including the AI assistant referenced internally as Azoz.
For verification, please contact our office during business hours.
Yours sincerely,
The EYalla team
Business card · alternates
Three approved alternate card designs for different roles and moments. Pick one per cardholder; don't mix systems on the same team.
+965 9000 0000
Envelope · DL
Standard DL envelope for letters, contracts, and merchant welcome packs. Iris flap with sadu pattern at low opacity reads as a sealed mark even from across a desk.
Kuwait City · Salmiya
eyalla.com · +965 9000 0000
Digital stationery
The surfaces customers actually receive every day — email signatures and invoices. These get more reps than any other brand asset; treat them with the same care as the website.
Kuwait City · GMT+3
DUE 24 JUN 2026
noura@orchidco.kw
CR 000000 · billing@eyalla.com
Invoices are the most-printed EYalla surface a customer ever sees. Keep them obviously branded but typographically calm — no decorative pattern fills, no oversized logos, no Azoz front-and-centre. The brand here is in the type rhythm and the violet accent on the total.
KWD, not د.ك).Commerce-specific surfaces
Surfaces that ship inside actual orders — print receipts and packing slips. These reach the customer's hand or doorstep; they're brand moments.
Orchid & Co.
عطور أوركيد
#10248 25 MAY 2026
Salmiya · Kuwait · +965 9000 0000
Merch & swag
Reserved for launches, partner events, and merchant welcome packs. Keep merch tactile and useful — no novelty items, nothing throwaway. Each piece should outlive the event it was made for.
Pitch one-pager · A4
For investor inbounds, press requests, and partnership conversations that need a short, branded artefact. A4 portrait, one page, the whole pitch.
MAY 2026
CONFIDENTIAL
Commerce for the
Arabic-speaking world.
Bilingual core
Arabic + English native. RTL throughout. Built in, not bolted on.
Azoz AI
A regional shopkeeper inside every store — onboarding, copy, support.
Built for KNET
Local payments, local logistics, local invoicing from day one.