ROLE:
Design Lead
Project Overview
Safih is a conceptual luxury perfume brand that draws inspiration from the pristine and awe-inspiring landscapes of Cape Town, South Africa. The brand embodies a minimalist design ethos that reflects the purity and natural beauty of its surroundings, offering a sensory experience that is both elevated and deeply connected to the essence of the land. The project’s goal was to create a brand identity that harmonizes elegance and simplicity, with every element—from the logo to the packaging—carefully crafted to resonate with the high-end market while remaining approachable.
Logo Design
The Safih logo draws inspiration from the iconic flat top of Table Mountain and the historic Castle of Good Hope in Cape Town. These elements influenced the design’s strong, grounded presence, symbolizing both stability and a portal to new experiences.
The font choice, Azo Sans, was carefully selected for its clean lines and modern aesthetic, aligning with the brand’s minimalist ethos.
The typeface was modified to echo the edges and flatness of Table Mountain, adding a unique, geographical connection to the design.
The monogram, derived from the "I" and the left side of the "H," represents a doorway or portal, inviting consumers to step into a world of refined sensory experiences.
Packaging Design
The packaging for Safih was designed with minimalism in mind, using a clean white background to reflect the purity and clarity associated with the brand. The text is kept unobtrusive, allowing the focus to remain on the product itself. The simple yet elegant design reinforces the high-end nature of the brand while remaining grounded in the natural beauty that inspires it. The use of tactile materials and subtle textures adds to the luxurious feel without overwhelming the senses.
Enviromental & Marketing Collateral
The environmental and marketing collateral for Safih includes a range of touch points designed to immerse consumers in the brand's narrative. From billboards to retail displays, the visual language remains consistent, focusing on simplicity and elegance. The marketing materials highlight the natural beauty of Cape Town, using imagery that evokes a sense of calm and tranquility. The goal was to create a seamless brand experience that resonates across all consumer touch points.
UX / Web Design
The digital experience for Safih was crafted to be as refined and user-friendly as the physical products. The website features a clean layout with intuitive navigation, ensuring that the brand's minimalist aesthetic is carried through in the online space. The design focuses on large, impactful imagery and straightforward copy, allowing the product to take center stage.
Credit:
Photographer: Emma French