# Hams — ARHAFEZ

Canonical: https://arhafez.com/work/hams

A lingerie brand that speaks softly.

- **Client:** Hams
- **Credit:** Brand Designer · ARHAFEZ
- **Sector · Market:** Intimates & sleepwear · Egypt
- **Year:** 2026
- **By:** Abdulrahman Hafez as brand designer at ARHAFEZ

## 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.

Ideas: Discretion · Tenderness · The gift

## 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.

## 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

## Outcome

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

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All work: https://arhafez.com/work · Next project: [PLDG Development](https://arhafez.com/work/pldg) · Contact: hi@arhafez.com