Where expressive prints meet effortless everyday dressing.
Challenge
The challenge was to introduce a new Everyday Shirt Line without diluting the premium identity of Sajeda Lehry.
Built on expressive prints and hand-drawn storytelling, the brand carried a strong artistic voice that needed to remain intact. The new line, however, called for a more relaxed, approachable expression, one that felt easy, playful and suited for daily wear.
The task was to create a packaging and communication system that could balance both worlds, retaining familiarity and brand recall, while allowing the Everyday line to feel distinct, lighter and more accessible.
Goal
The goal was to create a packaging and storytelling system that could introduce a sense of play and ease into a premium brand without compromising its integrity.
We focused on retaining the core visual language of Sajeda Lehry while layering in moments of lightness, through expressive fit identities, playful copy and tactile packaging details that felt joyful yet considered. The approach was not to make the brand casual, but to make it feel more alive and accessible in an everyday context.
Result
The Everyday line launched as a clear, confident extension of Sajeda Lehry, balancing familiarity with a fresh, more playful tone.
The packaging system retained key brand cues for recall, while introducing a more expressive layer through color, copy and detail. Fit-led storytelling made the collection easy to navigate, while still reflecting the brand’s artistic core.
At launch in 2025, both the line and the packaging were widely appreciated, reinforcing the strength of the concept and its execution.
Easy pieces, expressive souls.
