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Güzel

Güzel is a lifestyle brand which offers scarf/hijab collection to women who love to dress in style and are always on a journey to find new fashion. Each package comes with a step-by-step illustrated tutorials on different ways they can style their scarves and hijabs.

Ailia Jafri

Branding

Packaging

The product is a bilingual package design for scarves and hijabs collections. The objective of this project was to create a package container that is compact, functional and pleasing to the eye. This project was inspired through observing online shopping platforms and visiting local stores that offer hijabs and scarves. While there are plenty of locations and sites to purchase them, there is a lack of strong packaging that would keep the purchased item safe as well as convey positive messages to consumers that would embolden them to start their own collection.

The brand name Güzel comes from the Turkish language - it stands for beautiful. The main market inspiration for Güzel is Turkey. Known as world’s largest consumer of Islam-friendly clothing, it stands in a unique position being a bridge between the two fashion markets of Europe and Asia. In Turkey, scarf and hijab is not only a symbol for modesty and religion but It is also part of the Turkish culture and fashion. Due to the development of social platforms, various fashion influencers have shared and contributed in expanding ways women can adorn scarves and hijabs.

The package design illustrates various ways in which women wear scarves and hijabs. The message is to show that wearing them is a celebrated act. Designed in a compact manner, it is to allow consumers to store or carry their item neatly. Along with that, as there are various types of scarves available in the market, one of the challenges is not knowing how to style them. Each package, depending on the type of scarf/hijab purchased, contains an informational panel with care instructions and step-by-step illustrated tutorials related to the purchase to give tips on ways they can style their scarves and hijabs. The information is also presented in two languages, English and Turkish for the consumers to better understand.

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