Brand Identity · Rebranding · Packaging

→ Concept

Novash is an abaya-focused fashion brand, redefined through a visual rebranding that emphasizes quiet confidence and contemporary elegance.
The project centered on simplification, allowing subtle details to carry the brand’s presence.

→ Visual Direction

A soft and balanced visual direction built on light, space, and calm textures.
An understated approach that reflects modern luxury without excess.

→ Logo

The logo was refined by removing unnecessary elements, resulting in a cleaner and more balanced form.
A subtle transformation that strengthens clarity while preserving the brand’s essence.

→ Colors & Materials

The color palette was completely reimagined using warm, neutral tones inspired by fabric, light, and natural surfaces.
Materials—from fabric labels to bags and stickers—were designed as integral parts of the brand experience.

→ Outcome

A refined and cohesive visual identity that reflects Novash’s evolution,
creating a seamless experience from the garment to its packaging.