Brand identity for Gaffi, a range of diatomite stone mats, coasters and pads that pull water away on contact and dry themselves in minutes. I wrote the name as a flowing Arabic mark, turned the fossil shells inside the stone into a full icon set, and paired quiet stone greys with a loud orange, all built around one promise: step onto stone, step off dry.
Gaffi takes its name from the Arabic word for dry, and every part of the identity keeps that promise in view. The logo writes the name in one flowing hand, with its stroke closing into a circle for the icon. The stone itself is diatomite, millions of fossilised algae shells that drink water in seconds, so the science became the brand's look.
A splash is drawn straight into the stone in seconds. No puddle, no damp patch.
The same pores that drink the water let it breathe out, so it is ready again in minutes.
Diatomite and pulp paper. No plastic pile, no harsh chemicals, nothing to cover up.
Under a microscope, diatomite is a world of tiny hollow shells. I drew seven of them as the brand's icon set, each on its own color from the palette, so the material that makes Gaffi work becomes the face of the brand on packs, posts and products.
