SemSem is a collection of high-end clothing for mothers and their daughters. The task was to create the brand identity, packaging, product tags and visual guidelines which, like the clothing itself, keeps both lines feeling unified yet individual.

The identity was very much inspired by the client’s Egyptian heritage. The most stripped down symbol of the pyramid—the triangle—evolved into several usages: a pattern applied to wrapping paper and packaging interiors, illustrations to distinguish the children’s age range, as corner details on the boxes and on all hangtags.

An iconography system was developed for the children’s line, in order to indicate clothing sizes and age groups.

Brand Identity
Packaging Design
Print Design
Designed at Noë & Associates
With Daniel Peterson
Website by King & Partners
Portfolio photography by Ben Salesse

© Nadine Muhtadi 2021