Reviving Attar Shops through Branding and Retail Design

Student Status



This project aims to revive “Attar shops” as providers of herbal remedies through branding and retail. Healing with herbs has always been in our roots and culture. Herbal remedies played a significant role in ancient Egypt. In later years, their use spread together with Islam, and scholars started documenting different herbs and their usage in manuscripts and books. Today, with the rising interest in herbal remedies, Attar shops, as main providers of herbs, have started to regain their value. Their atmosphere and authenticity are a key selling tool, however, people do not consider “Attar shops” as a trustworthy source. That is due to two main reasons: the unhygienic display of the products, and the unattractive and unhygienic product packaging. Therefore, this project’s aim is to provide a brand and a retail design concept that creates the authenticity and atmosphere of “Attar shops “while tackling customers’ concerns and needs. The inspiration for the Brand “Bel Shefa” comes from the traditional Egyptian culture, geometric street decorations and warm colors that would reflect and capture the essence and feeling of “Attar shops”. The retail design concept is inspired by the pyramid shape that is known to have an energy healing power. The design is a pop up shop that can be easily set up and removed. The step pyramid shape facilitates product display and accessibility. Packaging is also geometrically designed, adopting the pyramid shape, and also brings consistency to the brand. The transparent packaging exhibits the naturalness and quality of the products, and unveils the feeling of “Al Attar Shops “by presenting the different herbs.


Arts Department

First Advisor

Bahia Shehab

Second Advisor

Ghalia ElSrakbi

Third Advisor

Haytham Nawar

Committee Member 1

Ahmed Ellaithy

Committee Member 2

Ahmad Saqfalhait

Committee Member 3

Ayman Ismail



Institutional Review Board (IRB) Approval

Not necessary for this item


This piece of art work is part of the "Interdisciplinarity and Design Third Graduating Class of Graphic Design Students The American University in Cairo – Spring 2018" catalog. Held at the AUC Sharjah Art Gallery on December 21st, 2018, the "ALT w Shidd" exhibition showcased bachelor projects by the third Graduating class of Graphic Design students. This year’s projects were divided into 5 panels according to their tackled themes. The panels included “Digital Design”, “Fashion Design”, “Publication Design”, “Advertising”, and “Retail and Branding”. A team of internal and external jury members were invited to each panel in order to provide ourstudents with critical feedback and evaluate the final outcome of their projects according to conducted research, applied methodologies, and undertaken creative design process. Jury members from within AUC included Ahmed Ellaithy (TTO -Technology Transfer Office) Ahmad Saqfalhait (GRDN), Ayman Ismail (Venture Lab), Brenda Segone (ARTV), Heba Safeyeldine (ARCH), Marwan Fayed (GRDN), May Hasebou (GRDN), Mahamad Khalil (GRDN), and Sherif Samy (GRDN). As for external jurors; they included Amira Aboulmagd (Al-Shorouk Publishing), Majd Elsherif (Matter Branding), Mohab Anis (Innovety), Nigel Fletcher-Jones (AUC Press), Sahar Zoghby (FP7), Samy Elias(Sahara Printing), Sawsan Mourad (El Beit Magazine), and Suzie Graiess (Association for the Protection of the Environment).


This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.

Publication Date

Fall 12-21-2018

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