Kurkum Land is a shop that sells T-shirts whose original artwork is designed by Rawan
Sader.
“Kurkum” comes
from the word curcuma, meaning turmeric, a spice characterized by its
golden-orange color.
اضافة اعلان
“It is also the
name I gave to a fox plushie I have had for years, a gift from my best friend.
Kurkum shares the same lovely color and coziness that turmeric brings to my
mind,” Sader said.
An artist and
illustrator, primarily for
children’s books, she spends most of her time
admiring the beauty of the world and trying to trap some of it in her art.
“I am also a tea
addict and I love nature and animals. They are almost always the subjects in my
work,” she said.
Drawing, painting,
and crafting have been Sader’s favorite activities since childhood.
“One of my
earliest memories as a kid is me hiding behind my sister’s bedroom door
fascinated by the texture and feeling a broken crayon created when it touched
the wall,” she said.
Kurkum Land was
created in 2020 during the COVID-19 pandemic lockdown. Sader started
experimenting with her technique and creating fun portraits of animals,
imitating different artists’ styles. Her friend and business partner, Ed
Khamaiseh, created the Kurkum Land website and provides her with professional
advice.
“I always wanted
to design and make products with my art, so I thought I would have these new
fun illustrations on T-shirts, the most feasible option at the time,” said
Sader.
The concept of the
brand revolves around exciting illustrations on bright T-shirts, made for
people who enjoy wearing colors. Sader believes that Kurkum Land reflects joy,
happiness, wonder, and beauty.
Becoming an
illustrator was a long, hard journey, she said. One reason was because at the
beginning, she had no idea that being an illustrator was an achievable
profession.
Immediately after
graduation she had to go through the difficult process of looking for a job in
the field she studied at university. When getting a job using her degree proved
to be more difficult than she had anticipated, she made the decision to try
what she was best at: art.
She had good
experience in digital painting, a passion of hers in her teen years, but did
not know what type of career that could lead to.
“I for sure did
not want a career as an art teacher even though I enjoyed that position a lot
for a while. I wanted to create,” she said.
I enjoyed the art style of artists I followed online and discovered the magical word illustrator.
Sader hopes to
convey that beauty through her work. And if she wants to achieve anything with
her illustrations, it is to increase people’s appreciation of aesthetic beauty.
Sader also has a
diploma in character design, which helped her realize that realistic painting,
graphic design, and 3D art are not what she wanted to pursue.
“I enjoyed the art
style of artists I followed online and discovered the magical word
illustrator,” she said.
When it comes to
clothing design, the most interesting thing, she said, is making the artwork.
“It is always a
joy to play around and see how I can make the shirt itself part of the design,
how it would look once printed, what colors make the best background, and so
on,” she said.
Kurkum Land
produces mainly T-shirts that can be worn all year around, hoodies and
sweatshirts for the winter, as well as hoodie dresses for kids by order. If
Sader is able to overcome the majority of production challenges she currently
faces, she will have additional designs available in the future.
Describing her
personal style as playful and colorful, it follows that one of her favorite
books — and main sources of inspiration for four of her best-selling designs —
is Alice in Wonderland.
The artist’s
inspiration comes from nature: lots of strolls, hikes, and adventures. Animals
are her best friends, as she finds them intelligent, lively, and fun.
“Books and kids
have their role too, and of course, tea — lots of tea,” she added.
Kurkum Land
characters are developed to appeal to children who, she said, tend to create
worlds based on what they relate to.
“And a character
is someone they can build a story around, befriend, play, and grow with,” she
said.
The feedback she
receives from adults with children is positive: “Most of my customers bought
more than once and they are always excited about the new designs, just like I
am excited to get their feedback and new requests.”
Sader chose to
dedicate herself to illustration, rather than designing more traditional
artwork for clothing.
“I love the
artistic side of traditional clothes, yet many people are working in that
already. I am offering something more artistic and enjoying the freedom it is
giving me as I do not get to place my work in a certain category or address it
to a certain group,” she said.
Sader currently
handles every aspect of her work alone, including coming up with concepts,
painting, managing orders, making social media posts, and delivering items.
Social media, she
believes, play a significant role in forming the “taste” of people and in their
consumption, which, in turn, creates new consumer needs and marketing trends.
Kurkum Land
products are entertaining and eye-catching, so it is only logical that children
would find them appealing. However, most of the T-shirts on the website are
available in adult sizes as well.
In the future Sader said
she will sell more than tops at Kurkum Land. For now, tote bags will be added
to the shop and she is looking into other possibilities as well.
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