Desert Rose

—

Building an e‑commerce platform with cultural depth

View
Client:   Desert Rose Year:   2025 Location:   London, UK Services:   Brand Strategy, Branding, Web Design Developer:   Berliner Süden

Desert Rose is a curated platform for art, design, vintage textiles, and artisanal objects inspired by the rich cultural heritage of the Middle East and North Africa. For founder Zeynep Ugan, we developed the brand strategy and identity before translating it into an e‑commerce experience—opening up her unique collection to a wider audience.

We first worked with Zeynep several years ago, designing the original Desert Rose website and art directing early photography. This new chapter called for a more elegant, contemporary identity—and a website that could support a growing editorial and commercial offering.

The brand needed a more elegant visual language and an online presence that felt soulful, not transactional. Desert Rose is not just a shop—it’s a platform for cultural transmission and discovery. The positioning “bring a story home” became a guiding line for both content and design.

We began by defining Desert Rose’s core values—openness, curiosity, transmission and uniqueness—which informed both the tone of voice and the design approach. Visually, we created a brand identity that is understated, warm and editorial, with just the right amount of vibrancy to echo the richness of the objects themselves.

The typography plays a central role. We chose Daubenton for its refined, characterful qualities—subtle quirks that nod to craftsmanship. Combined with generous imagery and a clean, immersive layout, the result is a website that feels considered and curated.

The new website prioritises context. Styled interior photography and a refined layout give each piece space to breathe. Zeynep’s voice is present throughout, with a dedicated blog (coming soon) designed to share deeper stories and insights—helping the platform grow beyond commerce into a space of ongoing cultural exchange.

Desert Rose had a soft launch, with more e‑commerce functionality to be rolled out gradually. In the words of the client:

“I have been so very lucky to work with Praline. I really love the new website—the team has worked so hard to make sure it reflects my vision of the brand.”

Zeynep Ugan, Founder of Desert Rose