Eishan Nazari Trading Company
A four-language trade house for the routes between Kabul, Central Asia, Pakistan and Türkiye.
You came from this site
- Client
- Eishan Nazari Trading Company, Kabul
- Industry
- Import, export and wholesale trade
- Languages
- English, Turkish, Dari, Pashto (full right-to-left)
- Scope
- Brand expression, UX, art direction, motion, front-end, SEO and AI-search readiness
- Pages
- 60 (homepage, 11 products and 3 trade lanes, each in four languages)
- Year
- 2026
Eishan Nazari buys, sells and moves goods across one of the world's most complex trade crossroads. Their buyers read Turkish, Dari, Pashto and English, browse on phones over expensive mobile data, and decide on WhatsApp. We built a site that feels like a serious trade house: calm, precise and fast. Every detail carries meaning, from the shipments moving on the map to the seal pressed onto every enquiry.
The challenge
Four languages, two directions
Four languages, two of them right-to-left, with no compromise in either direction.
Slow, costly connections
Buyers on slow, costly connections, mostly on Android phones.
Trust before the first enquiry
A new company website has to prove the company is real before anyone sends an enquiry.
Being found
Found by Google in four languages, and by AI assistants such as ChatGPT.
A type voice with two registers
A wide grotesk, Archivo, carries the authority, with one word in each headline set in an Instrument Serif italic. Dari and Pashto use Vazirmatn, where the accent is carried by colour instead.
A palette from the land and the goods
Afghan-flag green and madder red on raw-cotton paper, with saffron as the one warm accent, used only where something moves or arrives. A fine girih lattice, the Afghan geometric pattern, lives in the dark sections.
Products as an index, not a catalogue
A typographic list with a live preview that wipes in and names each product. On phones, every product collapses into a single readable route, such as “Afghanistan → Türkiye · Central Asia · Europe”.
A map that shows trade in both directions
Lanes draw out from Kabul, and shipments travel them both ways: saffron for exports, green for imports. They pause when the map is off screen, to save battery.
Process and proof
Five clear shipment steps with saffron serif numerals, and a register card where the company seal is pressed on as you arrive, with the registration and licence numbers that are already public.
An enquiry that feels received
Sending the form stamps an ink seal with the day's date onto it. On phones, WhatsApp and “Request a quote” are always one thumb away.
Right-to-left as a first-class citizen
Mirrored layouts, mirrored motion, so fills sweep in the reading direction, and native numerals.
Pages that flow into each other
In Chrome and Edge, the product photo you tap morphs into the hero of the next page.
Built to be found
Canonical and hreflang links across four languages, structured data (Organization, LocalBusiness, FAQ, Breadcrumb), an image sitemap, an llms.txt file for AI assistants, and localised social-preview images for sharing on WhatsApp.
Craft details
- Hand-built static site, no framework: an art-directed AVIF and WebP hero, and fonts self-hosted and subset by language.
- Respects “reduce motion”, Data Saver (which skips the intro) and print, and opts out of Android’s forced dark mode.
- A live Kabul clock and open or closed status, with registry numbers that roll like an odometer.
- The status-bar colour follows the section under it, and a saffron hairline measures the page.
- Strict security headers (CSP, HSTS) and year-long caching with content-hashed assets.
Scope of work
- Visual identity work: logo vectorisation, design system and seal
- Four-language content structure with right-to-left support
- Markets map and trade-lane route maps
- 60-page static build pipeline and image processing
- SEO: structured data, hreflang tags, sitemap
- Accessibility and reduced-motion handling
- Automated testing and Netlify deployment