Ta’theer: The Scent of Unseen Friction by Hind Al Oud

A Defining Vision Unveiled at the Liwa Festival, UAE. A Bespoke Dakhoon, Crafted Exclusively for Liwa, to Forever Bind the Desert’s Memory to Its Scent.

What We Did.
Fragrance Creative Storytelling. Visual Identity Design. Logo Creation. Photography. Art Direction. Tone of Voice. Product Launch and Activation. Pop Up Activation Event. Content Creation and Social Media Campaign

TA'THEER
SCENT OF LIWA

CONTENT AND CREATION
In the heart of the desert, a captivating tale unfolded. Inspired by sand grains’ gentle friction, we crafted a bespoke scent for the Liwa Festival. Tether linked earth to air, evolving into Ta’theer, a name rooted in purification. Over three weeks, we helped design and curate a Hind Al Oud pop-up activation at Liwa, launching Ta’theer with earthy and bold notes. T his enchanting fragrance echoes as a timeless legacy, forever etched into Liwa’s story.

CONTENT AND CREATION
In the heart of the desert, a captivating tale unfolded. Inspired by sand grains’ gentle friction, we crafted a bespoke scent for the Liwa Festival. Tether linked earth to air, evolving into Ta’theer, a name rooted in purification.

Over three weeks, we helped design and curate a Hind Al Oud pop-up activation at Liwa, launching Ta’theer with earthy and bold notes. T his enchanting fragrance echoes as a timeless legacy, forever etched into Liwa’s story.