Zhuma

Zhuma is a fashion label developed around a restrained, contemporary point of view. The project began with naming and moved into an identity that needed to feel feminine and refined without relying on ornamental luxury codes. I designed a light wordmark and a set of line-based graphic elements that can expand into patterns, garment tags, wrapping paper and bags. Warm terracotta and soft neutral tones give the system a tactile quality while preserving the clarity of the typography. The result is an identity designed to support the product rather than compete with it. Every element, from the smallest tag to the shopping bag, carries the same controlled balance of softness and structure.