Aseel
Empowering Artisans with Technology
When Aseel came to us, their mission was already making waves—supporting Afghan artisans and delivering humanitarian aid through their “Buy Good” and “Do Good” initiatives. But their digital identity didn’t fully capture the scale of their impact. With over 5,000 artisans thriving on their platform and humanitarian efforts touching more than 500,000 lives, Aseel needed a brand that reflected their authenticity and global ambition. Together, we set out to create a platform that feels as transformative as their work.
Scope
Brand Identity Design
Marketing Collateral
Wireframing
UX Design
Print Design
Product Design
Challenge
Aseel’s challenge wasn’t just about branding—it was about storytelling. They needed a cohesive identity to articulate their dual mission: driving economic empowerment for Afghan artisans while addressing critical humanitarian needs. The visual language had to balance tradition with modernity, exuding trust and resilience. The task was clear: design a brand that stands out in a crowded e-commerce and global aid space while staying true to its roots.
Solution
Rather than just designing a logo, we crafted a narrative. Aseel’s logo became a symbol of authenticity, inspired by historic Afghan carpet patterns. The flower shape, deeply rooted in Afghan culture and echoing the meaning of “Aseel” (Original and Authentic), connects the past with the future. The colour palette, drawn from Afghanistan’s earthy tones and vibrant blues, tells a story of resilience and trust.
Process
We started by listening—through stakeholder interviews and competitive analysis, we delved deep into Aseel’s values and vision. What stood out was their commitment to both tradition and progress. This became the foundation of our design approach.
The logo design was inspired by the intricate patterns of Afghan carpets, symbolising authenticity and connection. We iterated relentlessly to ensure it resonated with the meaning of Aseel. The typography struck a balance between the artisans’ cultural heritage and the platform’s innovative edge. Meanwhile, the UX design focused on simplifying the user journey, ensuring every interaction—from shopping for handcrafted goods to donating—felt effortless and intuitive.
Lapis Lazuli
#0a4062
Azure Breeze
#2787c2
Rustic Ember
#a57c71
Desert Rose
#ddbea9
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
Have idea to work together?
Book a Call with us