The visual identity emerges from a mix of influences, a fusion of roots shared by the Founder and her brand.
It plays with contrasting block colours, contrasting curves and straight lines to evoke the Nile banks, the earthly colours of the Island of Aba in Sudan but also a balanced and neutral worldliness, creating a sense of unconventional, artistic complexity that carries a bold manifesto and call to action: to stand out, defy convention and be your true, unique self.