Modesty & Modernity

A celebration of forward-thinking woman around the world. Naayib, the London based fashion label, merges a Scandinavian design sensibility with step-change product innovation. Multicultural in appeal, they see modesty not as a constraint but a design ethos. Naayib came to Junior looking for a brand identity, art direction, tone of voice and an e-commerce site.

The identity features a custom logotype and motif alongside a rich textural colour palette. Junior referenced the classical Swiss grid, with simple typography and architectural layouts. Dynamic art direction and striking compositions allow the materials to hang and flow naturally expressing their rich quality. Composed and dignified but far from conformist.