ESSAMY- The Art of Travel.

Branding & Identity Building

A pre-launch identity concept developed for New York-based fashion brand ESSAMY during my summer mentorship with ceft and company new york.
Throughout the mentorship, I was consistently pushed and reminded to anchor the project in a single, cohesive core idea, in this case travel, and to explore how that central concept could shape the brand far beyond its visual identity to create a unified system across packaging, product details, and the customer experience.

The identity began with a hand-drawn repeating wave pattern, created to represent movement, distance and travelling overseas.
The ESSAMY monogram was integrated directly into the waves, allowing the pattern itself to become recognisable without relying on repeated logo placement.
The idea was to create a brand code, not simply a print.

The first concept transforms the delivery box into a refined interpretation of hand luggage — making the act of receiving an ESSAMY order part of the travel narrative.
The same visual language then adapts across tissue paper and polybags, creating consistency across different formats without making every element identical.

The hang tags were designed to do more than communicate size, price and product information.
The first introduces a scratch-to-reveal incentive for a future purchase, turning packaging into a tool for engagement and retention.
The second transforms the traditional fashion tag into a reusable luggage tag, extending the relationship with Essmay beyond the moment of purchase.
Instead of being discarded, the brand travels with the customer.

Turning into ...

The objective was never to simply place the ESSAMY logo across different objects.

It was to create a system where every element reinforced the same strategic territory.

Waves become movement.
Packaging becomes luggage.
A hang tag becomes an accessory you travel with.

Home Contact

Sara Sfeir

sarasfeir@newschool.edu