Identity, packaging & digital

VLVX

Quiet confidence, from first impression to unboxing.

Sector: Fashion & everyday essentials
My role: Design & creative execution
Scope: Visual identity, Art direction, Packaging system, Website design direction, Campaign creative

01 / Context

Make every touchpoint feel like the same brand.

VLVX brings together casual silhouettes, restrained styling and an emphasis on material detail. The design challenge was to carry that character across an identity, product imagery, packaging and a digital shopping experience without letting one touchpoint overpower the others.

I treated the project as a connected brand world. The same balance of structure and warmth runs from the angular wordmark to the way a garment is presented, photographed and packed.

02 / Approach

Confidence through restraint.

A sharp geometric identity meets a tactile, understated world. Deep green and brown give the brand a grounded setting; cream creates breathing room. Fabric, fit and natural gestures carry the story, while typography gives it a clear frame.

Let the garment lead. Give the brand a consistent frame.

Decision 01

Structure with warmth

The angular wordmark and V symbol provide a crisp signature. Warm interiors, material close-ups and relaxed styling soften that geometry.

Decision 02

A practical packaging hierarchy

Standard, first-drop and gift formats distinguish different order needs. Layering, cards and seals turn separate packaging pieces into an understandable opening sequence.

Decision 03

Continuity into commerce

The website direction carries the same palette and product emphasis into collection navigation and product presentation. The handoff connects visual intent with product information.

Forest
#082D1C

Brown
#302216

Charcoal
#0C0C0C

White
#EDEDEB

Cream
#FFFEF5

The symbol and wordmark share an angular construction.

Identity applications use scale and repetition without adding unrelated motifs.

Material, label and garment detail establish a tactile direction.

Hangtags and inner labels extend the visual signature into the product.

03 / Project collection

From a visual identity to a brand experience.

Packaging and digital presentation follow the same visual logic, but answer different needs. The packaging direction focuses on order types and the opening sequence. The website direction makes the collection the primary content. Campaign layouts allow stronger promotional typography while retaining the brand’s green palette and styling.

Gift packaging mockup with a layered, restrained presentation.

An ordered packaging sequence, documented in the brand deck.

Website design direction: a product-led collection entry point.

Explore the campaigns

Zip Tee — In Motion

A product story built around fit, fabric and a confident typographic frame.

Garment details

VLVX / TWO — Make it two

The two-piece offer, presented through a group composition and paired garment stories.

VLVX / TWO campaign

15% Off — Product series

Zip Tee, Form Collar and SWAT designs connected by one promotional hierarchy.

Campaign & project artwork

Brand experience 43 pages

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Website direction 10 pages

04 / Motion & interaction

The idea, in motion.

Fashion campaign / 01

Fashion campaign / 02

Price-led promotion

Fashion film

Brand identity film

Fashion offer

Fashion campaign / 04

Fashion campaign / 05

05 / Design outcome

What the work brings together.

The project brings identity, product presentation, packaging directions, website handoff and campaign expressions into one documented visual system.

Visual identityArt directionPackaging systemWebsite design directionCampaign creative

Restraint is most convincing when it survives the details: a label, a seal, a product card and a campaign headline should still feel related.

Next project

Aswaq Al Khair

Explore project