ARGA — a KIAM studio case study

An argan-oil brand built name-first — research into the name’s Amazigh root scaffolds the visual system, not the reverse.

The argan market is crowded with brands borrowing Moroccan motifs they never understood. We began with the name: ARGA, drawn from the rare argan tree of southern Morocco — research into its Amazigh root before the first line.

From the research a system was born: the geometric Sheba type, Amazigh triangles, a warm earthen palette — running from the bottle to the soap bar to the uniform.