Introduction

Maat is a high-end hospitality brand based in Egypt, rooted in the values of cultural respect, refined comfort, and intentional exploration. More than a luxury stay, Maat curates immersive experiences for travelers who seek deeper connections with the places they visit.

Strategy

The foundation of Maat's strategy is its powerful manifesto: true luxury lies in meaningful connection. We positioned the brand to appeal to culturally curious travelers who crave authenticity and depth in every detail. The brand identity had to reflect this, balancing elegance with warmth, and exclusivity with cultural openness.

Design

Inspired by Egypt’s rich heritage and the brand’s ethos of discovery, the visual identity incorporates timeless, sophisticated elements with contemporary refinement. Earthy, calming tones were chosen to evoke serenity, while subtle cultural motifs reflect the brand's geographic roots. Typography is elegant yet approachable, and every layout speaks to balance, care, and intention—just like the hospitality experience Maat offers.

Results

Maat’s identity now stands as a symbol of purposeful luxury. It speaks to a new kind of traveler, one who values stories over status, comfort over excess, and depth over surface. The cohesive visual and verbal language aligns seamlessly with the brand’s commitment: to create journeys of discovery, comfort, and authentic cultural immersion.