The Idea
The brand is built on one line: “We’re a bunch of shisha connoisseurs collecting cultural artefacts.” Everything in the identity follows from it. The visual world borrows from classical oil paintings, terracotta architecture and Silk Route craftsmanship, so the club reads as a curator of culture rather than a seller of flavours.
The Logo
The primary mark is a monogram of two serif Hs joined by a hookah stem, which acts as a column between them. Beneath the letters, the hose loops into an infinity symbol, a single gesture that suggests smoke, motion and endless evenings.
The mark is constructed on a grid of overlapping circles and diagonals, which keeps it balanced from an embossed business card to a shirt back. “HOUSE OF HAZE” arcs above like a wisp of smoke, and “THE SHISHA CLUB” sits below between fine rules.
Logo system:
Primary lockup for hero placements
Circular seal for napkins, stamps and social avatars
Arched wordmark for uniforms and packaging
Eight-pointed star as a pattern and corner ornament
Colour
The palette is drawn from sun-baked plaster walls and a cool courtyard garden. The swatches are cut as arched, mihrab-inspired shapes.
Spicy Paprika
#C8683CDark Spruce
#24522CDust Grey
#CAC9C0Graphite Grey
#333330
Typography
Copperplate Gothic Bold for headlines gives an engraved, trading-house signage feel. Copperplate Gothic Light handles subheads, and Poppins Regular keeps body copy clean and readable. Old-world voice, modern clarity.
Applications
Flyers: Three social flyers in festive amber, soft pink and bold crimson, held together by the same seal placement, star corners and trio of service icons.
Uniforms and merchandise: Spruce staff shirts and off-white tees carry the arched wordmark and a hand-drawn hookah illustration, whose imperfect linework adds warmth to the structured logo.
Business cards: Pill-shaped, arch-inspired cards in spruce and paprika, with the logo debossed on one side and contact details and a QR code on the reverse.
Stationery and napkins: The circular seal in graphite on textured, deckle-edged paper, showing the identity at its most restrained.
