Paula Jassir

Paula Jassir, a prêt-à-porter brand focused on well-being and empowerment, needed an identity that reflected its core values of sustainability, social responsibility, and creativity. Additionally, it needed to stand out in a competitive market by connecting its family heritage in the denim industry with a modern and aspirational vision.

The challenge was to transform the essence of denim into a timeless, adaptable, and constantly evolving lifestyle philosophy. The brand needed to communicate this sophistication and minimalism in a way that resonated with a conscious and discerning audience, while still maintaining its connection to the family roots and legacy of over 20 years in the textile industry.

We developed a branding strategy that encapsulated the brand's perpetual essence and infinite evolution, from logo design to a complete visual identity:

Logo and Monogram: We created the PJ monogram, an ambigram designed following the movement of a clock, slightly tilted to the right to symbolize constant progress. This detail underscores the dynamism and continuous adaptation that are fundamental to the brand.

Color Palette and Visual Identity: We defined a palette of four basic and versatile colors that complement the brand's minimalist sophistication. Photography was chosen as the main focus of the visual identity, highlighting the quality and style of the garments while staying true to the brand's heritage.

Narrative and Slogan: The slogan “Perpetual Essence. Infinite Evolving” encapsulates Paula Jassir’s philosophy, merging tradition with innovation and reflecting the brand’s ability to continually evolve without losing its essence.

Paula Jassir now stands out in the prêt-à-porter market with an identity that not only highlights its sophistication and minimalism but also honors its family heritage in denim. The combination of an elegant visual design, a meaningful monogram, and a narrative celebrating constant evolution positions Paula Jassir as a modern, aspirational brand deeply connected to its roots.