Overview
- Brand Identity
- Art Direction
- Packaging
SHABGUSS is an Azerbaijani womenswear label founded by designer Shabnam Gussein. It speaks to a young, urban audience looking for a contemporary expression of femininity.
As the label developed, its existing identity no longer reflected its positioning or the character of the woman behind it. 25BUREAU was brought in to give SHABGUSS a clearer and more recognisable point of view.
The direction
Built around the founder
The previous identity carried the SHABGUSS name, but not its personality. The new direction needed to feel contemporary and personal while working naturally across clothing, packaging and digital platforms.
The identity had to feel like Shabnam before it could represent SHABGUSS. Her character became the starting point for a visual language that balances soft forms and muted colour with structured typography and contrast.
The symbol
Two S forms, one heart
The main symbol is constructed from two mirrored forms based on the letter S — the shared initial of Shabnam and SHABGUSS.
When brought together, the forms create a heart. This connects the name, the founder and the feminine character of the label in one recognisable mark. The symbol works independently or alongside the SHABGUSS wordmark.
In use
Made for the product
The identity was designed to become part of the clothing rather than sit around it. The symbol moves across garment labels, embroidery, packaging and digital applications, shifting from a primary identifier to a pattern or physical detail.
Together with the typography and colour palette, it gives SHABGUSS a consistent system for future collections.
Credits
- Farid Jabbarli
- ZEYN
- 25BUREAU · 2025