Business benefit
How Gusto built the brand, e-commerce and visual world for a new abaya label entering the GCC
What we do
We built Shamia's brand identity, packaging, Shopify store, and AI-generated campaign visuals - everything a new abaya label needs to launch with presence.
Our goals
Shamia needed a full brand from scratch. Not just a logo, but a complete visual world - one that could carry across tags, tissue paper, shopping bags, a Shopify store, and an Instagram feed full of AI-generated editorial imagery.
We designed the identity around the Arabic calligraphic symbol (ش), paired it with a custom moth mark, and built out a warm, tactile brand language in deep earth tones. The packaging was designed to feel as considered as the product inside. The Shopify store was built to convert, not just look beautiful. And the AI visuals gave Shamia a full campaign library before a single photoshoot.
A little about the brand
Shamia is a UAE based premium abaya brand focused on refined silhouettes, elevated fabrics, and understated elegance. Designed for modern women across the local market, the brand blends traditional modest fashion with a contemporary, editorial eye.
Our approach
Start with the symbol, build outward. The moth and the ش gave us a foundation. From there - palette, type, packaging, store, campaign imagery. Every layer designed in sequence so nothing feels bolted on. AI-generated visuals let us launch with a full editorial library while the first collection was still in production.
What we do
A Shopify store designed to feel like a boutique, not a marketplace. Full e-commerce with product filtering, size guides, and a checkout flow optimized for GCC buyers. Every page carries the same warmth and restraint as the brand itself.
Our goals
Garment bags, hangtags, tissue, boxes - every touchpoint designed to extend the in-store feeling into the delivery experience. The branded garment cover doubles as storage, keeping the abaya protected long after unboxing. Nothing disposable, nothing excessive. Just the right details in the right places.
What we do
We designed a complete packaging and stationery system for Shamia - from shopping bags to thank-you cards - built to make every touchpoint feel as intentional as the garment itself.
Our goals
Shamia's packaging had to do more than protect the product. It had to set expectations. We designed printed inserts, care cards, branded envelopes, and garment tags that carry the same restraint and warmth as the brand identity.
Every material was chosen to feel right in the hand - textured paper, matte finishes, gold foil used sparingly. The kind of details that make a customer photograph the unboxing before they try on the abaya.
Clients review
We came to Gusto with nothing but a name and a vision. They gave us back a brand we're proud to put our name on.
Leila
Founder
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