We created a complete brand identity for Leem, a new modest fashion label headquartered in Saudi Arabia and launching with an e-commerce site, as well as five mall-based stores in locations across the Middle East. Working in close collaboration with our client, we proposed an elegant logo employing slim lines and curved forms which would be visually complimentary in both English and Arabic. Our work took in all brand assets, from in-store collateral to e-commerce packaging, look books and corporate presentations. Our environments for the accessibly-priced, high-quality brand are rooted in the tasteful, contemporary tone of the graphic identity. A sense of transparency and spaciousness is created by the curved glass frontage with views directly into the store. A partially transparent cocoon structure in blonde timber draws the eye in, and compliments a carefully-chosen palette of white, rose gold, polished concrete, pale wood, mahogany, and three shades of green in various applications throughout the interior. Curved pearlised plaster-finished architecture around the internal perimeter is washed in soft light, providing a subtly engaging backdrop for the garments.