Solenne
A British luxury fashion identity pairing a pleated fan emblem with restrained typography, tactile packaging and refined womenswear applications.
A British luxury brand producing women’s clothing and accessories.
Create a refined identity that could retain its delicacy across fashion labels, miniature metal hardware, tactile packaging and large-format retail communication.
Visual identity, logo system and fashion-application presentation.
Brand identity, logo system, packaging, garment trims, campaign art direction and retail applications.
A delicate emblem only becomes a system when it can travel across scale. The presentation connects miniature hardware, tactile packaging and larger fashion imagery through spacing, finish and a consistent visual rhythm.
Design presentation by Ali Komeili. Garment, packaging and retail scenes illustrate the proposed identity.
What the work needed to connect
Create a refined identity that could retain its delicacy across fashion labels, miniature metal hardware, tactile packaging and large-format retail communication.
Quiet authority
Solenne is positioned through restraint rather than ornament. The identity combines a highly contrasted serif wordmark with an abstract pleated fan, creating a visual language that feels composed, feminine and architectural without becoming fragile.
Resolving the mark at the point of touch
The pleated emblem and spacious wordmark are isolated before the smaller garment details and packaging. Campaign and retail studies then increase the scale, showing how the same restraint can frame both objects and people.
A mark built from rhythm
The emblem turns repeated fine lines into a compact fan-like form. Its symmetry suggests precision and ceremony, while the rising centre gives it lift. Paired with the spacious wordmark, it remains distinctive at both editorial and object scale.
Luxury at the point of touch
The system was resolved for the moments customers handle most closely: labels, buttons, zipper pulls, buckles, cards and garment boxes. Consistent spacing and restrained finishes allow each object to feel related without becoming repetitive.
An editorial wardrobe
Campaign imagery presents confident, mature women in luminous architectural settings. Cream, olive, brown, cobalt and red give the collection breadth, while clean silhouettes and soft natural light keep the visual world consistently poised.
From object to environment
The identity expands cleanly into retail communication. Spacious layouts, warm ivory fields and full-length portraiture preserve the same quiet confidence seen in the packaging and garment details, even at architectural scale.
What I take from this direction
A delicate emblem only becomes a system when it can travel across scale. The presentation connects miniature hardware, tactile packaging and larger fashion imagery through spacing, finish and a consistent visual rhythm.