THE KAPE
The Kape is a Dubai-based fashion house with a distinct point of view - contemporary modest wear, built around a modern reinterpretation of the Abaya. Rooted in architectural precision and understated luxury, the brand sits at the intersection of cultural heritage and refined minimalism, with a presence in the Dubai Design District and the Dubai Mall Fashion Avenue.
This project began as a speculative rebranding proposal - an opportunity to work through a full brand identity challenge independently, from strategic framing through to designed execution. The brief I set myself was to bring the visual identity into sharper alignment with what The Kape's collections already communicated: clean, considered, and quietly confident.
The work spanned a full brand system - logo suite, typography, colour palette and brand guidelines - alongside a lookbook design and a short campaign video edit conceived as a relaunch teaser. The thinking behind each element was the same: refinement over reinvention, with every detail in service of the brand's existing aesthetic intelligence.
Visual Identity
VISUAL IDENTITY • BRAND SYSTEM • LOOKBOOK •
THE KAPE
Visual Identity
The Kape is a Dubai-based fashion house with a distinct point of view - contemporary modest wear, built around a modern reinterpretation of the Abaya. Rooted in architectural precision and understated luxury, the brand sits at the intersection of cultural heritage and refined minimalism, with a presence in the Dubai Design District and the Dubai Mall Fashion Avenue.
This project began as a speculative rebranding proposal - an opportunity to work through a full brand identity challenge independently, from strategic framing through to designed execution. The brief I set
myself was to bring the visual identity into sharper alignment with what The Kape's collections already communicated: clean, considered, and quietly confident.
The work spanned a full brand system - logo suite, typography, colour palette and brand guidelines - alongside a lookbook design and a short campaign video edit conceived as a relaunch teaser. The thinking behind each element was the same: refinement over reinvention, with every detail in service of the brand's existing aesthetic intelligence.
VISUAL IDENTITY • BRAND SYSTEM • LOOKBOOK •
Rebranding proposal for luxury fashion brand The Kape based in Dubai. Assets included new brand system, lookbook design, website mockup of campaign launch and a short video edit.
The Kape Visual Identity
VISUAL IDENTITY | BRAND SYSTEM | LOOKBOOK
“The Kape carefully crafts pieces designed from firm and simple gestures. It is sensible to its audience conservative nature and builds a flattering silhouette from effortless lines.“
CREDITS
Imagery: Pinterest, YouTube, Various sources
Disclaimer: The imagery and footage used is not owned by me or The Kape. All images and footage were sourced for the purpose of visualising the brand's look and feel and are used for illustrative purposes only. If you are the owner of any of the images and wish to have them removed or properly credited, please contact me.
“The Kape carefully crafts pieces designed from firm and simple gestures. It is sensible to its audience conservative nature and builds a flattering silhouette from effortless lines.“
CREDITS
Imagery: Pinterest, YouTube, Various sources
Disclaimer: The imagery and footage used is not owned by me or The Kape. All images and footage were sourced for the purpose of visualising the brand's look and feel and are used for illustrative purposes only. If you are the owner of any of the images and wish to have them removed or properly credited, please contact me.
VIDEO
To bring the rebrand to life in motion, I conceived and edited a short promotional teaser - cutting existing fashion footage, overlaying the refreshed identity, and adding audio to create a campaign-ready tone. Produced as a speculative piece to visualise how the brand could show up at launch.
VISUAL IDENTITY
The goal was refinement, not reinvention. Through considered adjustments to typographic style and kerning, the primary wordmark was sharpened into something more minimal and contemporary - with a small, precise cut into the 'K' added as a quietly distinctive detail. A secondary logo and letterform were developed alongside it, giving the brand the versatility it needed across applications without compromising the clarity of the primary mark.
LOOKBOOK
The lookbook was designed as an extension of the identity - asymmetric layout, clean lines, and generous white space used as active design elements rather than absence. Shot in black and white, the editorial feel lets the garments lead, positioning The Kape's pieces as timeless rather than seasonal.
