[ CASE STUDY ]

SHAI

SHAI is a high-end fashion brand known for its sculptural silhouettes, refined minimalism, and deep connection to cultural narrative. As they prepared for a new chapter, they came to us to reimagine their brand identity—something that could honour their roots while carving space for evolution.

Our collaboration focused on distilling the essence of SHAI into a visual identity that feels intentional, architectural, and emotionally resonant. Every detail was considered—from typography to tone—to mirror the quiet confidence and elevated craftsmanship at the heart of the brand.

“We’d been sitting with the idea of a rebrand for a long time, but it always felt too big to tackle - until we started working with Jasmine. The process felt clear, considered, and honestly quite energising. The new identity feels like an extension of us -confident, minimal, and quietly powerful.”