KUWAIT: “Al-Arfaj Flower Badge” campaign won a gold award at the London Design Awards in the “Communication Design – Campaigns & Advertising” category, in recognition of a concept that turned the country’s national flower into a symbol of solidarity and resilience.
Launched on March 31, 2026, the campaign was led by Sharaf Studio and drew inspiration from Britain’s poppy badge initiative. It aimed to create a visual symbol reflecting unity, gratitude and national belonging during a period of regional tensions.
The badge features the Arfaj, which is the national flower of Kuwait known for its bright yellow flowers and complex network of thorny branches.
The flower is known for its ability to bloom in the harshest environmental conditions, symbolizing resilience and the capacity to rise under extreme pressure. The plant begins to grow as temperatures drop and rainfall begins, typically reaching its peak growth in March and blooming in April. As summer approaches, the plant dries up and sheds its leaves, remaining dormant until the rain returns.
KUWAIT: The Al-Arfaj badge is seen in this photo uploaded by the inititive’s organizers on their website.
“(The flower) reflects those on the front lines. They protect the nation and continue to give it strength so that, similar to the flower, the country returns stronger,” the organizers said in a photo uploaded on their website. “The Al-Arfaj Flower Badge is an expression of appreciation, honoring the people who sacrifice for our security, safety and stability.”
The campaign generated nearly 20 million social media interactions within a month, while more than 250,000 badges were made and distributed across Kuwait. The initiative was strictly non-commercial, with the design made available under a Creative Commons framework, allowing anyone to make it for non-profit purposes. The badge quickly became a coveted collectors’ item, with social media users documenting their search for a pin. The idea later spread to similar campaigns in other Gulf countries.