Brand Identity · Fashion Design · 2026

KHEM Streetwear

Building a complete visual identity system for a Pharaonic-themed fashion label in Alexandria, achieving modern quiet luxury without clichés.

150+
Organized Files
34
Catalog Products
11
Folders Structured
4
Logo Variations

01 · The Problem

Concept Without a Visual System

KHEM possessed a strong core concept—traditional Pharaonic heritage merged with modern Alexandrian streetwear. However, the brand materials were scattered, disjointed, and failed to tell a unified story.

The challenge was to represent ancient heritage in a modern premium style—avoiding tourist souvenir aesthetics or generic calligraphy templates.

02 · Strategy

The Archetype Before Design

Before starting visual design, I defined the brand archetype: The Ruler with a secondary touch of The Creator. Confident, authoritative, and creative—crafting high-quality garments that project power and heritage.

The tone of voice was set to confident, timeless, and Egyptian. The color palette was curated from historical references: Deep Obsidian Black, Pharaonic Gold, Rich Crimson Red, and Cream Sand.

03 · System & Workflow

From Positioning To A Documented System

01Positioning Workshop: Clarified the archetype, differentiation hook, and target market.
02Logo System: Crafted 4 versions (Dark, Light, and removed background variants) optimized for social media, labels, and tags.
03Visual Guidelines: Defined typography scales, color formulas, and minimalist hieroglyphic pattern assets.
04File Asset Management: Sorted 150+ brand assets into a clean 11-folder structure.
05E-commerce Catalog: Structured listings and details for 34 core catalog products.
Claude AI Image Generation Figma Google Drive Brand Frameworks

04 · Visual Assets

The Brand Artifacts

KHEM Pharaonic Streetwear branding logo in gold and black
Dark Logo
KHEM Pharaonic streetwear apparel design sketch
Design Sketch
KHEM Pharaonic Streetwear branding logo in charcoal and cream
Light Logo
KHEM Pharaonic streetwear typography details
Typography Details
KHEM Pharaonic streetwear moodboard and design elements
Moodboard Elements
KHEM Pharaonic streetwear brand book layouts
Brand Book Layouts
KHEM Pharaonic streetwear visual presentation mockups
Presentation Mockups
KHEM Pharaonic streetwear packaging labels design
Packaging Labels

05 · Outcomes

From Disjointed Concept To Unified System

The final deliverable provided a complete, actionable brand system. Any new design, social media post, or packaging tag follows the exact same guidelines, establishing consistent value for KHEM as a high-end streetwear label.