Project brief
Client: Nishé
Deliverables
1. Brand logo and variations
2. Brand visual Identity
2.1 Logo variations and usage
2.2 Colour Palette
2.3 Typography
2.4 Brand pattern
2.5 Photography direction
2.1 Logo variations and usage
2.2 Colour Palette
2.3 Typography
2.4 Brand pattern
2.5 Photography direction
3. Touch points design
3.1 Bookmarks
3.2 Heat print garment labels
3.3 Apparel hang tags
3.4 Mailer bags
3.1 Bookmarks
3.2 Heat print garment labels
3.3 Apparel hang tags
3.4 Mailer bags
I was approached by the founders of Nishé to develop a distinctive and memorable brand identity that resonates with their vision and values.
About the brand:
Nishé is a premium brand specializing in modest activewear and athleisure for women and girls who seek
comfort and confidence while staying active. Nishé's collection is thoughtfully designed to provide full
coverage, allowing women to engage in sports, fitness, and everyday activities without compromising their values or comfort, whether due to religious or social preferences.
Nishé is a premium brand specializing in modest activewear and athleisure for women and girls who seek
comfort and confidence while staying active. Nishé's collection is thoughtfully designed to provide full
coverage, allowing women to engage in sports, fitness, and everyday activities without compromising their values or comfort, whether due to religious or social preferences.
My design process begins by asking clients to fill up a questionnaire andto share visual references that capture their vision for the brand. This step helps me understand their aesthetic expectations and ensures we’re aligned right from the start.
Typically, I create mood boards and stylescapes early in the process, as these provide a strong visual foundation for the brand’s direction. However, in this case, the client requested the logo as a priority to meet production deadlines with their manufacturer, as it was essential to have the logo printed on garments.
With this in mind, I moved quickly to develop the logo while keeping the brand’s long-term vision and design strategy in focus. Once the logo was finalized, I returned to creating 2-3 distinct stylescapes to showcase different visual paths for the brand. Each option carefully balanced the client’s preferences with a strategic approach that would enhance the brand’s impact in the market.
Creating the Logo
For this logo design, I began by sketching initial ideas to capture the creative concepts I envisioned. While I typically develop logo concepts directly in Illustrator using design references and moodboards, I opted to start on paper for this project as we hadn't prepared a moodboard yet. This approach allowed me to explore the design freely before moving into digital refinement.
I developed four initial logo concepts, with this design being a strong contender. The concept aimed to depict the layers of draped fabric, inspired by the form of a hijab. While the client appreciated the idea, a few concerns emerged. One was scalability, which could have been resolved, but the main issue was that the design resembled a doorway or hallway more than intended. Due to this visual ambiguity, the concept was ultimately set aside.
After going through few concepts and ideas this was the logo that was chosen to be the new brand mark for Nishe.
The Nishé logo embodies elegance, sophistication, and modesty through a minimalist design. Its clean lines and soft curves suggest feminine grace, while the sans serif typography exudes timeless elegance. Subtly portraying a faceless woman wearing a hijab, the logo symbolizes inclusivity and cultural respect. Its sleek, modern aesthetic speaks to women of all ages, empowering them to feel confident, stylish, and comfortable in every aspect of their active lives.
Moodboarding
With everything I had learnt about the brand from my research and by discussions with the client I developed three unique moodboards, each reflecting a distinct personality and tone. This approach enabled the client to explore different visual directions, ultimately selecting the first option for its youthful and energetic vibe, which aligned perfectly with their vision. Following this, I created a stylescape to offer the client a cohesive preview of their brand's look and feel.
Colour Palette
The brand is designed with a dynamic colour palette. This means that any warm pastel colour can seamlessly integrate into the brand's visual identity.
This flexibility allows for creativity while staying true to the brand's core aesthetic. However, to maintain strong recognizability for customers, the brand should focus on these 6 colours.
This flexibility allows for creativity while staying true to the brand's core aesthetic. However, to maintain strong recognizability for customers, the brand should focus on these 6 colours.
These colours are a harmonious blend of soft, elegant hues and bold, sophisticated tones.
Floral white offers a clean, timeless backdrop, while Laurel green adds a refreshing, natural vibrancy. Pale pink brings warmth and femininity, complementing the deeper Mauve taupe for a touch of subdued richness. To ground the palette, Chestnut brown adds a layer of earthy warmth and sophistication, while Jet provides a sleek, modern contrast, enhancing the overall balance of the colour scheme.
Floral white offers a clean, timeless backdrop, while Laurel green adds a refreshing, natural vibrancy. Pale pink brings warmth and femininity, complementing the deeper Mauve taupe for a touch of subdued richness. To ground the palette, Chestnut brown adds a layer of earthy warmth and sophistication, while Jet provides a sleek, modern contrast, enhancing the overall balance of the colour scheme.
Together, these colours reflect Nishé’s balance of modesty, sophistication, and fun, creating a visually appealing identity that resonates with women seeking both style and comfort.
Typography
The Nishé brand uses a thoughtful combination of fonts to convey its blend of elegance and modernity.
Fig Tree, a sleek sans-serif font, offers a clean and contemporary feel, representing the brand’s fresh and inclusive approach to activewear. Paired with Playfair Display, a classic serif font, it brings a touch of timeless sophistication and refinement to the brand's visual identity.
Fig Tree, a sleek sans-serif font, offers a clean and contemporary feel, representing the brand’s fresh and inclusive approach to activewear. Paired with Playfair Display, a classic serif font, it brings a touch of timeless sophistication and refinement to the brand's visual identity.
This combination strikes the perfect balance between modernity and tradition, reinforcing Nishé’s commitment to empowering women with both style and substance.
Brand Graphics
The Nishé brand pattern features fluid, abstract shapes that come together harmoniously, symbolizing how diversity and individuality seamlessly blend within the Nishé community. This unique design highlights the brand's versatility and elegance, embodying its commitment to inclusivity and dynamism.
Photography direction
The photography direction for Nishé emphasizes capturing the natural confidence and joy of diverse women coming together in a carefree, empowering atmosphere. Each image should feature models from different backgrounds, celebrating their individuality while enjoying one another’s company.
The focus is on showcasing the freedom, fun, and inclusivity that Nishé stands for, with every photo highlighting women feeling stylish, comfortable, and confident in their activewear. The overall aesthetic is vibrant, authentic, and full of life, reflecting the brand’s commitment to empowering women in their everyday lives.
