Chayil Fashion House

Chayil Fashion House is a fashion brand that seeks to approach their target audience (the female gender) from the standpoint of elegance, sophistication and virtue. This approach is being reflected in the colour and font choice as well as the concept used for the making of the logo.

I derived inspiration from the brand name, chayil, which is a Hebrew word for strength, valour and virtue. During my research, I found a pattern in the use of the word. For instance, when used in relation to the female gender, it takes up the 'virtue' meaning of the word. From there, I developed the whole process by incorporating the neck-to-chest frame of a female, a female outfit and a muscular elbow with a fist, which signifies strength and virtue. All in all, I tried creating the picture of a virtuous woman to represent the brand.

The colour and typography were intentionally chosen to empasise that blend of sophistication and elegance the brand is meant to portray.

You can check the detailed presentation here: https://www.behance.net/gallery/102560695/Chayil-Fashion-House