Brand identity and packaging applications for a fashion brand specialized in contemporary, practical designs that adapt the traditional taste to the minimalist trend. 

Yum wanted to redesign and reignite the traditional pieces with new inspiration every way possible, by using velvet materials on Abayas, or by simplifying the traditional ornaments to match today’s taste and transitions but also to try and explore a new vision for tomorrow. The branding reflects that minimalism even in the limited visual elements and simplified color system.