Creative track · File 19 / 37
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
- 01 The Contents
- 02 The Introduction
- 03 Brand Origin Story
- 04 Vision & Mission
- 05 Core Values
- 06 Brand Essence
- 07 Brand Archetype
- 08 Visual Identity
- 09 Business Stationery
- 10 Thank You .