The complete, A3-landscape, print-optimised edition of the EYalla brand system — every section from the interactive guidelines, laid out for the table, the print room, and the wall.
Navigate to any section by page number. Pages are designed to be torn out and pinned to a wall — every spread stands alone as a working reference.
Mission · vision · values
EYalla sits between two extremes — not Stripe-cold, not Mailchimp-cute. Confident regional infrastructure with a friendly face. That face is named Azoz.
We ship in days, not quarters. A merchant making sales tomorrow beats a feature shipping next year.
We don't bolt the Gulf on as a localisation layer. Arabic, KNET, Mada, Hijri dates, RTL — all native from day one.
Azoz does the boring work — cataloging, copywriting, support triage. He doesn't show off; he ships orders.
No tier-shaming. No upsell traps. If we win, we win because their stores grow. That's the deal.
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.
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 keep "for the Gulf" from drifting into "for everyone".
Three colourways · one wordmark
Keep at least 1× the "e" mark width as clearspace on every side of the wordmark. Don't crowd it with other elements. Minimum print width: 18mm; minimum screen width: 80px. Below that, switch to the "e" symbol only.
Don't: stretch, recolour outside approved palette, add gradients/shadows, place on busy photos without an overlay strip.
The mark inside small spaces
For app icons, favicons, and notification glyphs, use the circular "e" mark only. Iris background by default, Ink for notification states. Use the supplied SVG mark — no custom drawings.
iOS uses 22.5%, Android 22%, favicon 14%. Don't ship a square icon — every platform softens the edge.
The "e" sits dead-centre with ~15% padding on every side. Never let it touch the edge.
Notifications need a single-colour silhouette. Use Yolk on Ink — never Iris (system tints kill it).
All app icons are generated from one master SVG (the "e" + canvas) — never re-drawn per platform.
Our logo, next to theirs
Three certified payment partners. Use the divider-style lockup whenever announcing an integration, sitting on a checkout footer, or appearing in joint marketing.
Shipping integrations are user-facing inside the merchant dashboard. Dark lockups for app surfaces and product UI. Same divider rule applies.
EYalla logo always leads (left in LTR, right in RTL). Partner sits second, in their official wordmark colour.
Clearspace between marks is at least 1× the width of the "e" symbol, on both sides of the divider.
For partners using EYalla on their own surfaces, use the smaller "Powered by EYalla" stack — label above in caps, logo below at 50%.
Don't merge marks. Don't recolor a partner's logo. Don't pair more than one partner in the same lockup.
Meet Azoz
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 · personality · sound
In the live product, all three states are animated — idle blinks, thinking pulses, responding mouth-moves. Static frames are shown here for print; for the live animations, refer to the interactive web edition of these guidelines.
Default. Welcomes, listens, waits.
Processing a query or generating.
Streaming an answer mid-conversation.
| Trait | Azoz is | Azoz is not |
|---|---|---|
| Demeanour | Warm, confident, lightly humorous | Robotic, formal, sycophantic |
| Language | Bilingual · switches naturally · Kuwaiti dialect | Stiffly classical Arabic, or English-only |
| Knowledge | Specific to commerce, local logistics, payment, taxes | A general chatbot pretending to know everything |
| Failure | Admits limits clearly, offers next step | Hallucinates or apologises endlessly |
| Cultural cues | Subtle Khaleeji warmth — "تكفى", "يا حلو", "بشرة خير" | Stereotype-heavy, "exotic" caricature |
Two-note rising chime, confident not celebratory. 50% volume max. Off by default in admin app.
Soft tap cue when Azoz finishes a long response. Subtle — earned attention, not stolen.
Male, mid-30s, Kuwaiti accent, slow tempo. Warm, not formal. Never AI-glossy.
One hero · two sparks · the rest neutral
Fractul leads · Alexandria carries
Five options · ranked
Do say · don't say
How we name what we ship
One word, CamelCase, capital E + capital Y. 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.
Khaleeji nature or maritime names, lowercase, prefixed with "project:". Replace with the public feature name on launch.
URLs lowercase with hyphens, never underscores or camelCase. Social handle is @eyallakw on every platform.
Lowercase, hyphens between words, version suffix where it matters. Searchable a year from now.
Always "Azoz" in English (one word, capital A only), always "عزّوز" in Arabic with shadda. Never "the bot" or "our AI".
Two languages · one rhythm
إي يلا. In body copy, use the Latin wordmark EYalla regardless of language.2,184 KWD · 490 SAR · 1,200 AED. Don't use symbols (د.ك, ر.س) in product UI.25 May 2026 / ٢٥ مايو ٢٠٢٦. Include Hijri only on receipts, contracts, seasonal campaigns.،, question ؟, semicolon ؛.dir="rtl" at the root."checkout" becomes "إتمام الطلب", not "تشيك آوت".The small words that do the work
Give a next action, not a sad illustration.
| Context | English | العربية |
|---|---|---|
| Empty catalog | Nothing here yet. Yalla, add your first product. | ما عندنا منتجات لين الحين. يلا، ضِف أول منتج. |
| No orders | No orders yet — but your store's live. Share the link. | ما وصلت طلبات بعد، بس متجرك شغّال. شارك الرابط. |
| No analytics | Give it 24 hours — we'll start showing real numbers as orders come in. | خلّها ٢٤ ساعة وبتشوف الأرقام الفعلية. |
Be specific. Tell them what failed and what to do.
| Context | English | العربية |
|---|---|---|
| Payment down | Couldn't reach KNET. Retrying — give us 5 seconds. | ما قدرنا نوصل KNET. نحاول ثانية، خمس ثوانٍ بس. |
| Image too big | That image is over 5 MB. Try a smaller one or we'll compress it. | الصورة أكبر من ٥ ميغا. جرّب وحدة أصغر. |
| Form valid | We need a phone number to send order updates to your customers. | نبي رقم تلفون عشان نرسل تحديثات الطلبات. |
Make wins feel like wins. No exclamation spam.
| Context | English | العربية |
|---|---|---|
| First order | Your first order. Mabrook. Azoz is preparing the invoice. | أول طلب لك. مبروك. عزّوز يجهّز الفاتورة. |
| Published | Live. Customers can buy this now. | المنتج نُشر. الزبائن يقدرون يشترونه. |
| Saved | Saved. | تم الحفظ. |
Short, specific, never marketing-y.
| 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. |
| Azoz | Azoz drafted 4 product descriptions overnight — want to review? | عزّوز كاتب ٤ أوصاف منتجات. تحب تراجعها؟ |
Four motifs · one regional voice
One stroke · one family
Real merchants · real spaces
When we photograph, we shoot real merchants in real spaces — never staged stock. 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.
Spot & empty-state
When we can't photograph it — empty states, abstract concepts, onboarding — we illustrate. One stroke weight (1.6–2px), one line family, palette restricted to Iris, Ink, and Cloud. Never fill. Never animate.
The product in primitives
Duration · easing · don't
cubic-bezier(.16, 1, .3, 1)cubic-bezier(.7, 0, .84, 0)cubic-bezier(.65, 0, .35, 1)linear · spinners, marquees.prefers-reduced-motion; switch to 0ms when set.WCAG 2.2 AA · the floor
| Pair | Sample | Ratio | WCAG | Use |
|---|---|---|---|---|
| Ink on Cloud | body 14px | 18.2 : 1 | AAA | Default body text |
| 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 |
Visible focus ring — 3px Yolk, 2px offset. Never outline: none without a replacement.
Minimum tap area is 44 × 44px. Smaller visuals get transparent padding to hit the floor.
Pair every colour state with a label, icon, or position. Invisible to colour-blind users otherwise.
Body never below 16px. Captions never below 14px. Print never below 9pt.
@media (prefers-reduced-motion: reduce)Strip transitions to 0ms when opted out. Azoz idles. Confetti and parallax disabled.
Set lang="ar" and dir="rtl". VoiceOver / NVDA in Arabic need both.
Feed composition · 9-grid rhythm
Every row of three should contain at least one colour-led tile, one type-led, and one Azoz-led or product-led tile. Never three of the same kind side by side.
Square format · 1080 × 1080
Three composition recipes for individual posts. Mix and match across campaigns; never use more than one recipe per post.
B2B · investors · hiring
Launches · awareness
Snap drives real awareness in Kuwait. Vertical, Arabic-led, impossible to misread in the first half-second.
3.5 × 2 in · double-sided
Yolk · partner-facing
Cloud + Azoz · product / design
Iris + Sadu · founders
A4 letter · DL envelope
Letterhead · A4
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
Envelope · DL
Digital stationery
Email signature · 600px
Invoice · A4
Commerce-specific surfaces
The surfaces that ship inside actual orders — print receipts and packing slips. These reach the customer's doorstep; they're brand moments, not afterthoughts.
Receipt · 80mm thermal
Packing slip · A5
Swag · investor inbounds
Reserved for launches, partner events, and merchant welcome packs. Tactile and useful — no novelty items, nothing throwaway.
For investor inbounds, press requests, partnership conversations.
Arabic + English native. RTL throughout. Built in, not bolted on.
A regional shopkeeper inside every store — onboarding, copy, support.
Local payments, local logistics, local invoicing from day one.
The year in EYalla colours
Warmer, contemplative. Ink + gold accents.
Celebratory, bright. Iris + Yolk, gifting-friendly.
Kuwait flag palette, used sparingly. Never replaces violet.
Festival of shopping. Yolk + high contrast.
Heat-coded. Spark + Yolk together — the one allowed collision.
Stationery + uniform-focused. Ink + Iris.
Stripped down. Ink-only with one Yolk accent.
Reflection + new-year energy. Full palette, big numerals.
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.
The mistakes we don't make
Custodianship · changelog
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.
Partners, integrators, and customers may use the EYalla wordmark in case studies, blog posts, and "Powered by" treatments — subject to:
"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.