Bespoke stationary
Custom packaging
Premium collateral
Content creation
Bespoke stationary
Custome packaging
Premium collateral
Content creation
A statement in individuality.
DUSHA AMAI
Dusha Amai is a fashion brand rooted in versatility, elegance and individuality. The name brings together Dusha, representing soul, and Amai, representing beauty and authenticity. These ideas shaped the overall direction, creating a visual identity that feels timeless while remaining contemporary enough to move across clothing and accessories. A rich olive green became the defining colour, balanced with warm neutrals, earthy textures and refined metallic accents. Together, these elements create a sophisticated and tactile visual world.
The identity combines a clean wordmark with a distinctive monogram created from two mirrored D forms. The shapes were carefully constructed to fit together seamlessly, creating a strong and recognisable symbol. The monogram was designed with physical applications in mind, allowing it to translate naturally into metal buckles and fashion accessories. It was also carried across labels, tags and packaging, allowing the identity to become part of the product experience rather than simply sitting alongside it.
