The Problem

Tabassum is an Arabic name meaning “smile.” The challenge was to express this idea through a bold identity with a subtle sense of energy that moves away from fashion minimalism and predictable colour palettes. The brand embraces irony, combining dark aesthetics with creative freedom to create a visual language that feels expressive and confident.

Our Approach

Brand Strategy · Visual Identity

The logo blends Arabic and English intentionally, rather than following traditional forms. I steered clear of classic Arabic calligraphy to reflect the brand’s ironic character. The logo is read from forward than backward, with simple shapes forming a distinctive signature that feels confident and versatile.

Outcome

Tabassum has become a bold, energetic streetwear brand that doesn’t follow the usual industry rules. It stands out with its own style, breaking conventions and putting creativity at the heart of everything it does.