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Creative track · File 18 / 33

AFIFA

A mirrored serif monogram for a fashion label built on quiet, timeless refinement.

Date
Apr 2020
Discipline
Fashion · Personal Label
Sector
Fashion
Client
Afifa Saqib Altaf (London, UK)
Author
Sole

The engagement

AFIFA was positioned, named, and designed end to end by Mohammed Vaseeuddin: one strategist accountable for the brief, the language, and the system.

AFIFA takes its name from the designer, Afifa Saqib - a name that means chaste, virtuous, pure. The brand was built to outlast trend cycles: a mark and a wardrobe that age well rather than date. The mirrored serif construction gives the wordmark its quiet drama, a symmetry that reads as control, balance and refinement.

In the dossier

  1. 01The Contents
  2. 02The Introduction
  3. 03Brand Origin Story
  4. 04Vision & Mission
  5. 05Core Values
  6. 06Brand Essence
  7. 07Brand Archetype
  8. 08Visual Identity
  9. 09Business Stationery
  10. 10Thank You .
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