All work06 of 09
Artelo Paints
Experiences, not just paints
CreditThis project was a collaboration with SERB, who brought me in as Senior Art Director to lead the brand.
The story
Artelo makes paint in Saudi Arabia. We turned the brush stroke itself into the graphic element: a stroke that shifts from high to low saturation and drives a dynamic layout across cans, posters and vans. The wordmark keeps it bold and simple so the colour can do the talking.
We made experiences, not just paints.
Result
A packaging range, campaign visuals, uniforms, signage and vehicle livery from one design system.
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© 2026 Mustafa Khaled