Scope of works

  • Naming
  • Art Direction
  • Interior Design
  • Branding
  • Packaging
  • Brand Guideline Manual


Samra, a dessert and dining hall in Riyadh, represents a unique fusion of cultures, blending international dishes with Arabian twists and warm hospitality. With its innovative creations inspired by traditional Saudi flavors, Samra strives to provide guests with an unforgettable culinary experience in an atmosphere that encourages sharing and celebration.


The objective was to create a visually and tactically engaging customer experience that embodies poetic pleasure while showcasing the interplay of taste, arts, and cultures. The design aimed to strike a harmonious balance between elegance and boldness, reflecting Samra's unwavering dedication to hospitality and exquisite taste.


The brand identity draws inspiration from the visual grandeur of the Baroque world and Arabian aesthetics, resulting in a seamless and immersive experience. Key elements include a dominant red color reminiscent of the classical art world, complemented by hints of gold. The typography is strong and interacts with the artworks, while handwritten notes add a personal touch. Saudi-inspired window shapes frame classical still-life art, and dramatic Baroque-inspired photography enhances the overall ambiance. This blend of elements aims to encapsulate the essence of Samra as a house of hospitality and fine taste.


Oula Care

Art Direction | Branding | Brand Guideline Manual