Client
ARC is an innovative fashion retailer based in Saudi Arabia with ambitions for a global reach. The brand operates on a “smart luxury” model: by leveraging the same manufacturers used by top-tier competitors, ARC provides premium quality essential wear at unparalleled prices. Starting as an e-commerce platform, the brand plans to expand into physical retail outlets, targeting customers who value quality fabrics over hype.
Sector: Fashion, eCommerce
Location: Riyadh, Saudi Arabia
June 2024
Problem
The challenge was to create a brand identity that embodies a contradiction: “Approachable Premium.” ARC needed to look high-end and confident (like a luxury house) but feel open and reasonably priced. The brand required a visual language that could balance opposites: loud appearance vs. calm confidence, and soft forms vs. sharp corners. The goal was to stand out in the local market (competitors like The Giving Movement) while appealing to an international audience.
Solution
We developed a comprehensive Brand Identity and Packaging system based on the concept of “Combined Opposites.”
Visual Style: We established a strict geometric structure characterized by clean areas, large uppercase titles, and a mix of rounded and right corners.
Color & Typography: A subdued, fresh color scheme (paired with black and white) ensures the product remains the hero. The design follows the “Less is better” principle—not strictly minimalist, but structurally pure, filling the space with confident, modern typography.
Result
The resulting identity perfectly captures ARC’s “calm brightness.” The comprehensive guideline covers everything from logo variations and iconography to packaging design (price tags, box bags). The new brand image communicates openness and loyalty to the customer while maintaining a distinct luxury feeling, positioning ARC as a serious contender in the daily-wear fashion market.
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