alephya, a new concept driven by the universal aesthetic of the Arabic letterform. The letterform here becomes the vehicle of this new aesthetic expression, without any reference to legibility, letter recognition or readability. The differentiated construction and the metamorphosis of the Arabic letterforms opens up endless possibilities to draft unique patterns out of the many modules, through an exploration of line quality, line density, forming infinite patterns.
The first of its kind in treating the Arabic letterform this way, alephya, a new lifestyle brand proposes an endless array of applications: fashion, furniture, home accessories, stationary, jewelry, and fabrics. The substrates for applications are numerous, ranging from metal, glass, fabric, glass reinforced plastic, leather, paper, to wood, wax ..