AL MAHA

Al Maha is a bouldering and outdoor lifestyle company based in Amman, Jordan, inspired by the spirit and solitude of the desert. The brand captures the raw beauty of the Middle Eastern landscape, vast, silent, powerful, and channels it into a visual identity that celebrates resilience, exploration, and connection to nature.

The Challenge
To create a brand that feels authentically local yet globally relevant. The founders wanted an identity that resonates with the adventure culture of the Wadi Rum desert, without falling into cliché “desert” imagery. The brand needed to appeal to a growing climbing and outdoor community while reflecting elegance, endurance, and natural harmony.