LUXMELON began as a dream for a homegrown Egyptian label that would feel elegant, minimal, and emotionally intelligent. But halfway through, the client changed the brand’s direction changed: it became a trading company, while keeping the same name and face. What could have been a distinctive identity risked becoming generic and unmatching, as the client decided to keep the logo unchanged while shifting the entire direction. The challenge was to protect Luxmelon’s soul, restoring its uniqueness and evolving it into something truly unforgettable.

A work in progress with AI experimentation on the following link:

https://www.behance.net/gallery/233183165/LUXMELON-Back-to-basics-Brand-Strategy-and-Identity

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