Kuwait’s Al-Arfaj Flower Badge campaign has received a gold award at the London Design Awards in the Communication Design – Campaigns & Advertising category, recognising a project that transformed the country’s national flower into a public symbol of solidarity.
The initiative, launched on March 31 and led by Sharaf Studio, was inspired by Britain’s long-standing poppy badge tradition. Organisers said the campaign sought to reflect national unity, gratitude and resilience during a period of heightened regional tensions.
The badge features the Arfaj flower, a plant native to Kuwait that is known for surviving harsh desert conditions. Its bright yellow bloom and thorny branches have long been associated with endurance and renewal in the Gulf environment.
According to the organisers, the flower symbolises people working on the front lines to protect the country and maintain stability. The campaign was presented as a gesture of appreciation for those contributing to public safety and national resilience.
Within a month of its launch, the initiative generated nearly 20 million interactions across social media platforms, while more than 250,000 pins were distributed throughout Kuwait. The project was released under a Creative Commons framework, allowing non-commercial reproduction of the design.
The Al-Arfaj Flower Badge also attracted attention beyond Kuwait, with similar ideas later appearing in campaigns across other Gulf countries. The recognition at the London awards highlights the growing regional use of cultural identity and design in public communication initiatives.
