From the beginning, the brand needed a visual system that reflected its values: modern yet grounded, soft but unshakable. We partnered with Hayaa to craft an identity that feels graceful, confident, and deeply rooted in purpose.
The brand required a clear, memorable visual identity that aligned with its values of modesty and empowerment
Needed to appeal to a fashion-conscious audience while staying rooted in cultural sensitivity
Had to create a balance between softness and strength; beauty and boldness
Design system needed to scale easily across packaging, fashion tags, digital content, and in-store elements
Developed a custom logotype that balances elegance with simplicity, drawing from Arabic calligraphic roots
The logo is minimal and clean; allowing the brand’s tone and product design to speak louder, while still holding presence
Introduced a warm, neutral color palette with soft tones of beige, stone, and muted golds; evoking calm, elegance, and timelessness
Used soft, feminine Arabic typefaces paired with modern English sans-serifs to ensure harmony and readability across bilingual touchpoints
Explored subtle patterns and framing devices inspired by textile forms and folds; used to elevate the brand across packaging and print
Created mockups for social media, lookbooks, and fashion tags to ensure a cohesive brand presence from feed to fabric
Hayaa Fashion is the perfect example of a brand that doesn’t need loud to be powerful. With the right balance of softness, clarity, and thoughtful design, we helped create a brand identity that feels like home; elegant, respectful, and quietly iconic.
