Quietly dressed.
Deeply felt.
This book brings together the thinking behind SIRR and the elements that make it recognisable. Use it to guide the words, images, objects and experiences through which the brand meets the world.
What is seen.
What is felt.
SIRR is a contemporary women’s ready-to-wear brand founded by Maya Jouni, built around deceptive simplicity.
Its name offers a way to express the quiet depth of the clothes: a detail discovered through wearing, a poem kept close, a garment that holds more than first meets the eye.
Proposed name narrativeThe connection between the name and these details is editorial interpretation for approval.
To dress women who carry a lot with the intention and ease they deserve.
Make dressing well feel considered and effortless, through pieces that work together and carry meaning in their details.
Curated, seasonless separates with a personal shopper’s eye. A buildable wardrobe supported by clear styling direction.
She moves between responsibilities, occasions and cities. She values precision, versatility and the confidence of feeling like herself.
Speak to a woman, personally and respectfully. Recognise the life she is dressing for.
Give useful detail. Explain how a piece fits, moves or works with the wardrobe.
Leave room for feeling. Use imagery sparingly, with meaning behind every phrase.
A little structure.
A little room to move.
Wear the blazer open over a fine knit. Add the matching trouser for a considered silhouette, or soften it with denim.
Illustrative styling copy; adapt to the actual garment.Avoid empty luxury claims, corporate distance, motivational clichés and language that tries too hard to impress.
A family of marks.
One quiet presence.
The Latin wordmark introduces the brand. Preserve its exact letterforms, proportions and spacing; it must be placed as artwork, never recreated by typing.
Use the approved Arabic artwork with its original diacritics. Select the Latin, Arabic or paired version for the audience and available space.
The interlocking form grows from the wordmark’s own letterforms.
The supplied concept describes a rotational ambigram built from the two Rs and Ss, with a hidden S revealed through its construction.
A compact signature for small touchpoints and tactile applications, where the full wordmark would feel crowded. Introduce the brand name elsewhere when recognition cannot be assumed.
Use the approved orientation and artwork. Do not reconstruct, separate or alter the interlocking elements.
An imperfect, hand-drawn jasmine brings a human touch to the identity.
The supplied direction pairs an effortless line with precise execution and proposes embroidery as a detail hidden within the garment.
Use as a secondary detail on garments, cards or selected packaging. Give it space and keep the linework delicate.
Embroidery and debossing may require a tested production version. Keep any simplified artwork separate from the master emblem.
Use supplied artwork at its original proportions. Keep the marks distinct and follow approved lockups.
Leave the confirmed clear space free of type, imagery and trim edges. Choose a background with adequate contrast.
Do not stretch, outline, add digital shadows, change letter spacing or place the mark over a busy image.
Clear-space diagram · minimum sizes · correct and incorrect examples
Insert approved measured artwork for each markGeneral guidance above is proposed. Exact limits remain open until approved artwork and production tests are available.
Warm oat, greige and taupe establish the neutral world of the brand.
Aubergine and deep ink give typography and selected surfaces greater presence.
Brushed gold introduces a restrained highlight. A digital colour is not a specification for metallic foil.
Colour roles are proposed. This page uses approximate reference-inspired colours, not production colour standards.
Choose one foundation and one contrasting colour. Give each a clear role: a surface, a wordmark or a small accent.
Proposed combinations using the HEX values in the supplied palette. These specimens retain those reference colours when you change the book’s page colours. The typeset SIRR is a placement example; use the approved logo artwork in final applications.
Background #E8DECD · Lettering #232019
The everyday signature. Our starting choice for the website, brand book and printed cards. Warm oat carries the surface; deep ink carries the logo and information.
Background #4E3A44 · Lettering #E8DECD
A richer expression. Use aubergine for covers, chapter openings and selected packaging. Warm oat creates a clear, restrained signature.
Background #232019 · Lettering #B99B6B
A considered accent. Use gold sparingly on dark packaging or special print pieces. This flat colour previews the pairing; metallic foil needs a physical proof.
Background #C9BFB0 · Lettering #232019
A softer foundation. A quiet combination for stationery, labels and supporting layouts. Deep ink keeps useful information easy to distinguish.
Background #A89684 · Lettering #232019
Material warmth. A grounded pairing for packaging studies and tactile details. Keep the darker colour for lettering and the lighter colour for the surface.
Background #E8DECD · Lettering #4E3A44
A warmer voice. An alternative to deep ink for poetry cards, editorial headlines and personal notes. Keep the surrounding layout simple.
Titles and poetry. Let the serif carry feeling through scale and generous space.
Body copy and useful information. Keep product details and styling advice clear and readable.
[Add approved Arabic family, weights and pairing.] Arabic body text must remain readable and retain correct shaping.
Proposed hierarchy: expressive serif title → short sans-serif introduction → readable body → discreet caption. Confirm exact sizes and spacing for each format.
This HTML template uses available system serif and sans-serif fonts as fallbacks. The brand fonts above remain the intended reference.
How the identity
becomes a feeling.
Proposed: use generous margins, clear alignment and one dominant element per composition. Keep supporting copy short. Let images and quiet passages alternate.
Use the appropriate reading direction for each language. Balance visual weight rather than forcing equal character sizes. Preserve Arabic shaping and diacritics; never add Latin-style letter spacing.
Approved Arabic poem
English translation
Poetry should feel selected, personal and relevant. Credit the poet and translator and confirm permission before production.
The supplied hang-tag reference suggests warm, tactile paper and a fine natural cord. Confirm paper weight, shade, thickness and cord construction with samples.
Let light reveal the impression. Confirm die detail, impression depth and paper suitability through a physical proof.
Maintain the character of the line. Confirm thread colour, stitch construction, backing and minimum scale on the actual garment fabric.
The same intention.
At every touchpoint.
Reserve a clear presentation of the approved mark. Confirm finished dimensions, fold, attachment and weave or print method.
Use the layered reference as the starting point. Confirm each face, hole placement, cord, paper and finish in production artwork.
Keep size, fibre composition, care and origin information legible. Final wording and symbols must match the product and intended market.
Box · tissue · seal
bag · garment cover
Proposed: use the material palette as the foundation and give each mark a clear role. Avoid repeating every identity element on every surface.
The strategy calls for a two-sided card: Arabic poetry and its English translation on one side, with founder-led styling direction on the other.
Poetry & translation / Designer’s note
[Final copy, credits and artwork]Proposed: pair expressive imagery with clear product information. Keep navigation, sizing, composition and care easy to find.
Homepage & product page
[Approved desktop and mobile layouts]Proposed: alternate campaign imagery, useful styling, garment detail and selected poetry. Keep type treatments consistent and captions considered.
Image post · text post · story
[Approved templates and examples]