Phase 1: Strategy & Positioning/ Phase 2: Visual Identity Development/ Phase 3: Brand Application & Collateral Design/ Phase 4: eCommerce D&D

Fold, a contemporary Emirati abaya label, underwent a rebranding journey shortly after its launch in the market. The logo was carefully designed to embrace the essence of the word “fold,” representing the graceful drape of a loose, flowing garment. It blends soft curves with sharp corners, balancing a feminine touch and a quirky edge. The brand’s color palette and materiality feature soft, neutral-tones and rich textures. In line with its commitment to detail, the packaging experience was meticulously crafted. Maintaining a clean and simple design, it incorporated intricate details that elevated the unboxing experience.