ALEPHYA is a lifestyle brand 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 establishes a unique, neo-oriental universal aesthetic that borrows from both, Arabic calligraphy and oriental arabesques, without being recognized or tagged as neither of them.
Lebanese Designer, Nathalie Fallaha is the founder and catalyst behind ALEPHYA and VIT-E design studio (www.vit-e.com). She studied graphic design at the American University of Beirut (AUB); after receiving her bachelor of Graphic Design in 1997, she moved to Central Saint Martins in the UK to pursue her Masters in Communication Design.
From 2000-2009, she taught Graphic Design and Typography at the Lebanese American University, while keeping the buzz going at vit-e design studio. She was awarded the Lebanese Design Entrepreneur of the Year in 2008 by the British Council. She is a member of the advisory board of the Khatt Foundation (www.khtt.net), and the Icograda Education Network. She is a founding member of the Beirut Creative Cluster. Her work has been published in several international books, magazines, and publications.
Alephya Build Scarf is available at Boutique Hub. concept store, Achrafieh, Beirut, Lebanon.
Description: Urban style pattern - Silkscreen Printing on Cotton Cupro with Silky Finish
Colors: Olive, Beige, Navy, Blue