Aseel
Empowering Artisans with Technology
Aseel started as an innovative way to support artisans in developing countries and has evolved into a major platform that reaches thousands. It began as an e-commerce site but has expanded to include initiatives like ‘Buy Good’ and ‘Do Good,’ providing essential support to Afghan artisans and delivering critical humanitarian aid. The platform has made a significant impact, assisting over 500,000 people and enabling more than 5,000 artisans to open online stores to sell their handmade products worldwide.
Scope
Brand Identity Design
Marketing Collateral
Wireframing
UX Design
Print Design
3D Modeling
Challenge
Aseel required a brand identity that captured its mission to economically support artisans. The challenge was to design a visual and functional platform that would convey trust, authenticity, and resilience, while standing out in the competitive global e-commerce market.
Solution
We are a strategic visual communication agency that transforms brands through compelling narratives and innovative design.
Our work goes beyond creating visuals; we build meaningful connections that resonate deeply with audiences and drive measurable impact.
Process
The design phase saw the creation of a logo inspired by a historic carpet pattern, symbolizing authenticity and cultural heritage. The logo, featuring the enduring flower shape and resonating with the meaning of “Aseel” (Original and Authentic) across Central Asia languages, captures the essence of tradition and innovation. The color palette, drawn from Central Asia’s vibrant landscapes, uses earthy tones and rich blues to convey trust and authenticity, while the typography balances traditional and modern elements, reflecting the artisans’ heritage and the platform’s innovative approach. Mixin also integrated a user-friendly UX design in Aseel’s mobile app, ensuring simplicity of use.
Lapis Lazuli
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Azure Breeze
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Rustic Ember
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Desert Rose
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Mixin Agency has been a consistent force of creativity for Aseel. From Day 1 of Aseel, when we had just two people on the team, we worked with Mixin Agency on designing the now famous Aseel Logo; in addition to dozens of ad-hoc requests, Mixin Agency is also a valuable partner to bounce ideas off of, making their agency a great ally to have alongside the journey of building your company.
Nasrat Khalid, CEO & Founder at Aseel
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