The visual identity & creative direction for SelahatinSelahatin

A comprehensive visual identity & creative direction for a pioneering grooming brand, representing a mix of Eastern & Western influences.

Selahatin is a pioneering contemporary grooming brand based in Stockholm with the ambition to elevate everyday routines.

At the centre of the visual identity is a recognisable custom typeface, robust and calligraphic in form, it draws inspiration from the part Nordic, part oriental heritage of its founder.

The calligraphic forms of the typeface and iconography are combined in elegant but sparse black and white applications that impart the essence and confidence of a contemporary attitude.

The use of language, materials and the creation of carefully art directed imagery is ongoing and together constitute integral components of the brand and its unique positioning.

The website foregrounds the brand, emphasising products and functionality. Evolving ideas from the visual identity the website employs a grid language that confidently makes its construction explicit, the website serves as an elegant companion to its physical products and provides a striking digital presence.

Still life Photography by Matthieu Lavanchy
Set design by Andrew Andrew Stellitano

Creative Direction, Visual Identity, Art Direction, Type Design, Photography, Packaging Design, Marketing Materials, Naming & Language, Website Design