Paula Jassir
2023 | Fashion
Visual identity
Packaging
Creative copy
Art Direction
A modern and aspirational brand founded by Paula Jassir, a designer who grew up surrounded by denim, thanks to her parents' well-established company, which has specialized in this unique fabric for over 20 years.
Paula Jassir is a prêt-à-porter brand dedicated to empowering individuals, with sustainability, social responsibility, and creativity as its unwavering pillars.
Concept
Paula Jassir merges sophistication and minimalism into a true style statement, redefining denim as a timeless philosophy—fluid, adaptable, and ever-evolving. This vision gave rise to the motto "Perpetual Essence. Infinite Evolution." and the PJ monogram, an ambigram designed to echo the motion of a clock. Subtly tilted to the right, it becomes a symbol of perpetual movement and progress.
Project challenges
Paula Jassir sought to break free from the reputation of being just a “jeans brand” and expand into a more versatile, elevated, and diverse design approach.
The brand needed a flexible visual identity that allowed for evolution while maintaining strong brand recognition. Additionally, the founder aimed to create a highly aesthetic and desirable logo—an emblem that people would proudly wear on their garments and accessories.
Visual assets showcased in this portfolio include images provided by clients and their collaborators, intended to complement the artistic and conceptual direction of each project. All rights to these images remain with their respective creators.
