LÉI is an Italian word that means “She” in English and “هـــي” in Arabic.

LÉI, a high-end clothing brand based in Cairo, Egypt, approached me with the objective of creating a new brand identity that reflects its commitment to empowering women and providing them with modern, high-quality, and sustainable fashion. The brand’s core values include elegance, softness, nature, youthfulness, beauty, and femininity, and these attributes served as the basis for the concept of the new visual identity.

The concept centered around the soft and elegant nature of rose leaves, which were used as inspiration for the streamlined and soft icon that features a rose leaf in soft shades of pink. The brand name was written in a simple yet elegant font that complements the icon, creating a modern and feminine identity that appeals to the brand’s target audience.

I have developed a brand book that defined the brand style guidelines for all communication touchpoints and the art direction for the project, ensuring that the new visual identity was consistent across all platforms. The new identity was applied to stationery and website assets, which reinforced the brand’s commitment to quality, sustainability, and modern design.

The outcome of the project was a new visual identity that effectively communicated LÉI’s values and empowered women to embrace their unique style and identity. The new visual identity was well-received by LÉI’s customers, who appreciated the brand’s commitment to quality, sustainability, and modern design. The new identity helped LÉI stand out in a crowded and competitive industry, positioning the brand as a leader in the fashion industry in Egypt and beyond.

The execution brought the brand’s new visual identity to life, successfully capturing the brand’s attributes and communicating its values. The new identity has reinforced LÉI’s commitment to providing modern, high-quality, and sustainable fashion for women who value quality over quantity and care about the origin of their clothes.