Zoraya is a contemporary luxury water brand crafted for Dubai’s hospitality scene. The identity elevates hydration into a modern ritual, uniting Bulgaria’s rose heritage with a gleam of gold. Materials do the talking - glass, gold and gold flakes.
This engagement focused my attention on a single hero product: Zoraya “Rose Gold” - drinking water with edible gold flakes, designed for luxury hotels, fine restaurants, high-level events, and aesthetic clinics in Dubai. I had to design the label and also produce a cohesive brand guideline. The brief called for premium positioning, wow-factor taste and presentation, and a label concept with a gold motif delivered with responsible claims and compliant labeling.
From strategy to final assets, the system is built to scale: logo and rose mark, color palettes (24k Gold / Rose Gold), DM Serif Display + Rethink Sans with Noto Sans Arabic for localizations, and a photo direction around glass, white marble, and soft highlights that capture the in-bottle swirl of edible gold.
While designing for this project I found out that in this market, restraint reads as true luxury: measured contrast, disciplined spacing, and precise materials outperform heavy ornament. Leading with provenance (Bulgarian rose) and presentation (glass + visible gold) creates memorable service moments - without straying into unverified luxury or health claims.
Close collaboration on production and compliance kept details sharp - from Arabic typesetting to foil/varnish finishes in order for the identity to hold up across all mediums. The project is ongoing and production should commense in early 2026.