The Hams mark — همس and HAMS beside the butterfly-bow icon, on Secret Burgundy.

Hams

← All work

A lingerie brand that speaks softly.

The challenge

An intimate purchase, in a market where the category is loud. Hams had to feel private, tender and gift-like — never explicit.

The approach

The name set the tone: a whisper. A butterfly and a bow became one mark — lightness, and a gift waiting to be opened. Soft shadows of branches carry it from the box to the tag to the screen.

  1. 01Discretion
  2. 02Tenderness
  3. 03The gift
Everything begins with a whisper — كل حاجة بتبدأ بهمسة.
Thank-you card and sealed envelope.
Gift bag and pajama hang tag.
Mailer box and die-cut hang tag.
Stationery and Instagram layouts.
Brand card and the opened gift box.

Context

Hams — همس, “a whisper” — is an online store in Egypt for lingerie, pajamas and robes, made for engaged and married couples. Every order arrives gift-wrapped, inside a plain carton with no name on it.

Outcome

An identity built for one moment: the box being opened. Quiet on the outside, tender on the inside.

Client
Hams
Credit
Brand Designer · ARHAFEZ
Sector · Market
Intimates & sleepwear · Egypt
Year
2026

What was made

  • Brand strategy & positioning
  • Verbal identity & brand lines
  • Logo & visual identity
  • Colour & type system
  • Art direction & imagery
  • Packaging & print
  • E-store & social design

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