Sometimes Always rebuilt Fouta Harissa’s brand identity around bold harissa red, warm earthy tones, and geometric frames drawn from vintage cassette art.

Fouta Harissa is a handmade textile brand founded in Brazil in 2018 by Tunisian duo Lamia Hatira and Alia Mahmoud. Their product — the fouta, a traditional woven Tunisian towel — occupies a space between cultural artifact and everyday object. When the brand needed a new visual direction, Hatira invited Sometimes Always to revisit the brand identity while keeping its dual roots intact: handcrafted in Tunisia, alive in São Paulo.

A Brand Identity Built on Harissa Red and Dual Scripts

The redesigned logo preserves its distinctive Arabic lettering, placing it in direct contrast with a narrower, bolder Latin typeface. The pairing is intentional — it mirrors the brand’s dual geography without choosing one culture over the other. The wordmark runs all-caps, set in harissa red: a more saturated, fiery shade than the former burgundy. The upgrade sharpens without erasing.

The color palette extends outward from that red anchor into warm, earthy territory — brown, yellow, and pink. The combination is specific and confident, evoking both the spice of the condiment and the warmth of the Tunisian landscape. Nothing in the palette hedges.

Framing devices run throughout the brand identity: rectangles, undulating borders, layers stacked inside layers. The reference comes from vintage Arab cassette and vinyl artwork, where dense ornamentation and nested borders are fundamental visual grammar. The result reads as both analog and contemporary — referential without becoming costume. The brand identity stays grounded because the references are real, not decorative.

Photographer Hick Duarte shot artisans, friends, and landscapes across Tunisia. These images serve as active identity elements, not background filler. Real faces, real craft, real geography. Street and wheatpaste posters, postcards, an event invitation for the São Paulo launch dinner, stickers, and Instagram assets complete the rollout — all held together by a single typeface and consistent framing logic.

Studio lead Solenn Robic collaborated with designer Renata Sá and the Sometimes Always team. The result is a brand identity that carries warmth and rigor in equal measure — one that honors where the foutas come from and makes room for where they’re going.