Erwaa
Brand identity and a social campaign for a water sabeel serving visitors to the Two Holy Mosques.
- Feed frames designed
- 17
- Campaign sequences
- 4
- Colour tracks, one per motive
- 3
- Year
- 2026
The thing we were asked to sell is invisible.
The problem
Erwaa runs a sabeel. Someone in Riyadh, Cairo or Jakarta buys a package inside the Erwaa app, and Erwaa delivers sealed bottles of drinking water to mosques and homes around the Haramain. The donor never meets the person who drinks the water. They tap a price, approve a payment, and get a green tick. Nothing in that transaction looks, feels or sounds like water.
So the design problem was not awareness. People already know that giving water is a good deed. The problem was that the app made the deed abstract, and an abstract deed is easy to postpone. Our job was to make an invisible act of giving feel physical, immediate, and small enough to finish on a Friday afternoon.
Three moves the campaign is built on
The bottle is never a still life on a white background. In every key visual it is mid handover, one hand offering and one hand receiving, or an old man looking up at a volunteer. The product shot and the emotional shot are the same shot.
There are four screens between intention and delivery inside the app. We made those four screens the four slides of a carousel, so a post that teaches the flow is also the post that sells it. By the time the reader reaches the last slide they have already rehearsed the donation.
Faith, convenience and speed do not sit comfortably in one post. The campaign runs on three colour tracks instead, one per motive, so the grid can talk to a devout giver and an impatient one in the same week without contradicting itself.
One hue per track, laid over the whole photograph
Each track grades its photography to a single hue, edge to edge, so the frame reads as one colour before the reader has read a word. The bottle is the exception. Its label keeps its own cyan and its cap stays pale blue, which makes it the only cool object in every frame and the brightest thing on screen. That is the recognition device. Cover the logo and you still know whose post it is.
Sunset violet over minarets, courtyards and crowds. Used for the step by step carousels that walk a first time donor from download to confirmation.
Flat brand blue, closer to a product page than a photograph. Used when the message is about how the service works, what a package costs, and how fast it is.
Hot magenta over prayer halls and portraits. Used for the scriptural and emotional posts, the hadith on giving water, and the gifting message.
The headline is a two part machine
A light kicker line sets up the thought. A heavy payoff line finishes it, with a solid bar cropped tight behind the words so it reads as printed rather than drawn. The bar changes colour by track. White or blue over crimson, crimson over cobalt, deep violet over amethyst. Same skeleton, three surfaces, which is why nine posts in a row read as one campaign without looking like a filled in template.
- Kicker
- Regular weight, lower contrast, sized at roughly half the payoff. It carries the setup and never the promise.
- Payoff
- Heaviest weight available, tight leading, always the widest line in the frame.
- Bar
- A solid rectangle cropped to the text box rather than the frame, coloured against the track so the payoff knocks out of it.
- Lockup
- The droplet mark, small and centred at the foot of every frame, so the grid holds together when posts are seen out of order.
A mark that reads in two alphabets
The droplet holds a single letterform that reads as an Arabic ع and a Latin e at the same time. That was a practical decision rather than a clever one. The same icon had to sit on an Arabic bottle label, an app store listing in English, a volunteer vest and a shrink wrapped pack, and a bilingual brand that needs two versions of its own mark loses half its recognition every time it crosses a language.
It appears at three sizes across the work. Full size on the app icon and the volunteer vest, medium on the bottle label inside a printed splash pattern, and small as a centred lockup at the foot of every post.
Package cards, designed as reusable layout components
Six donation tiers, each with the same three numbers in the same three places, so a donor comparing two packages is comparing values and not layouts.
- Suqya
- 4 packages yours, 20 free, 240 SAR
- Fayd
- 9 packages yours, 50 free, 549 SAR
- Irtiwa
- 18 packages yours, 100 free, 1,070 SAR
- Al Sakha
- 32 packages yours, 300 free, 2,963 SAR
- Safa
- 50 packages yours, 500 free, 4,890 SAR
- Namaa
- 100 packages yours, 1,000 free, 9,754 SAR
Selected work
The three colour tracks in sequence: the giving journey carousels, the thirty second product run, and the scriptural posts that close on a single action.