SHAMIYA is one of Australia’s first modest fashion retailers. Its name means “a woman from Damascus,” honouring the founder’s Syrian roots and the city’s historic role as a centre for textile trade. The brand exists to shift perceptions of modesty within the fashion industry, presenting it as a confident and contemporary choice.

Its audience includes women across Australia who choose modesty, whether as part of their everyday lifestyle or for specific occasions.

The challenge was to create an identity that felt fashion-forward, bold and mainstream enough to connect with the everyday Australian fashion consumer, while still celebrating its cultural inspiration without making the brand feel exclusive. We developed a flexible logo system, including corner variations that help communicate how the name is pronounced while also framing layouts and strengthening recognition across different applications.

The logo mark and wider visual structures draw from the architectural forms of Souq Al-Hamidiyah in Damascus. When mirrored and repeated, these forms become a distinctive brand pattern that adapts across packaging, social media, merchandise and other touchpoints. Confident typography, clean but striking layouts and empowering photography position SHAMIYA firmly within the contemporary fashion space, while subtle references to Syrian architecture give the identity depth and a clear sense of origin.

We also created a series of playful stickers to bring warmth into the brand experience and help build a sense of community. These smaller touchpoints make the identity feel more personal, expressive and connected to the women it represents. The result is a flexible fashion identity that balances cultural meaning with mainstream appeal, celebrating modesty without defining it through a single look, lifestyle or audience.