LUXMELON | Back to basics [Brand Strategy and Identity]

Luxmelon began as a dream for a homegrown Egyptian label that would feel elegant, minimal, and emotionally intelligent. But halfway through, 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.

Nothing is by accident, everything is functional. Every choice serves a purpose. Our colors aren’t decoration — they’re function. Each shade is rooted in fruit, drawn from melons and other natural tones that spark a feeling of freshness. They’re not loud, but alive — chosen to restore, not overwhelm.