Kashida is an acclaimed product design studio creating bespoke design pieces based on 3D Arabic calligraphy. Questioning the traditional visual manifestations of calligraphy on scrolls and architectural facades, the team sought to bring these beautiful letterforms to life. Their aim was to transcend the classic ornamental approach to calligraphy by creating functional design pieces that respond to people’s ergonomic and lifestyle needs.
Just as the ‘kashida’ glyph bridges between two Arabic letters in a single word, Kashida bridges between calligraphy and product design. Since 2011, Kashida has been creating unique pieces using various design and production methods, spreading its brand name from the Middle East to the world.
ABOUT THE CO-FOUNDERS
Elie Abou Jamra - CEO
Mirna Hamady - Creative Director
Both typography lovers and product design enthusiasts from Lebanon, Abou Jamra and Hamady joined forces to co-found Kashida in Beirut, Lebanon. The duo hold design degrees from the American University of Beirut and have professionally trained in branding, publication design, and interior design. Driven by the mission of celebrating the beauty of Arabic calligraphy through functional design objects, Hamady and Abou Jamra believe in transcending what is purely ornamental to what is aesthetically functional, while always staying true to the basic element of each design: Arabic calligraphy.
AWARDS & RECOGNITION
SHE’S MERCEDES DUBAI
Mirna Hamady selected as one of 6 women for the campaign
DUBAI DESIGN & FASHION COUNCIL BRAND AMBASSADOR
Elie Abou Jamra selected as DDFC's brand ambassador
THE CULTURE TRIP - LOCAL FAVORITE
Lebanese Product Design
YOUNG DISTINGUISHED ALUMNI
Young Distinguished Alumni Award from the American University of Beirut, Faculty of Engineering & Architecture
LEBANON OPPORTUNITIES - '30 UNDER 30'
Selected and featured in the magazine’s 30 under 30 full-length feature along with fellow Lebanese entrepreneurs
CARTIER WOMEN'S INITIATIVE AWARDS
Finalist, MENA Region. In partnership with the Women’s Forum, INSEAD and McKinsey & Company
EXECUTIVE MAGAZINE - TOP 20 ENTREPRENEURS
TYPOGRAPHY ANNUAL - PUBLISHED WINNER
Among 100 winners out of 1,723 applicants
WAMDA - BEST MENA STARTUP
Out of 7 startups in non-tech category
GROW MY BUSINESS - FINALIST
Among 12 out of 100 applicants
OECD MENA 100 - FINALIST
4th place winners out of 90 applicants 2011
TASMEEM DOHA - WINNER
Entrepreneurship Challenge winners along with 4 others
MAURICE FADEL PRIZE
3rd place winners out of 503 applicants