Arabic type and calligraphy had rarely been seen on t-shirts. NOON, a t-shirt company established by a group of young Saudis, started this business and commissioned Al Mohtaraf to design a wide range of t-shirt graphics using the celebrated Mohtaraf style. The experience turned out to be fun and unexpected with Al Mohtaraf existing reservoir of Arabic typographic studies and freehand calligraphy. Creating designs that will appeal to the younger, more design conscious generation was a challenge we took head-on.




What seemed at first like another project from the retail arena, turned out to be a huge success! Al Mohtaraf came up with the idea of integrating its well renowned calligraphy and type solutions into innovative and colourful designs for the great appeal of young generations.