The Brief As a brand designer, tasked with creating a comprehensive identity for a luxury fragrance brand, the objective was to infuse Arabic heritage into a contemporary context. The brand needed to embody a harmonious blend of tradition and modernity, inviting wearers on a sensory journey of self-discovery with each application. The Solution In response to the project brief, I named the brand “RUH,” drawing from Arabic to symbolize the essence of life itself. With “RUH,” I aimed to craft more than just a line of perfumes; each fragrance would encapsulate a symphony of scents, marrying traditional ingredients like oud with modern accords such as jasmine. The packaging design and branding elements were meticulously curated to reflect the brand’s ethos. From the elegant logo featuring Arabic calligraphy to the minimalist yet luxurious packaging, every aspect of “RUH” exudes sophistication and refinement. Ultimately, “RUH” transcends being just a fragrance brand—it serves as a conduit for wearers to reconnect with their inner selves, embracing the beauty and interconnectedness of all things. With every spritz, “RUH” invites individuals on a transformative journey of self-exploration and appreciation for the present moment.