Simkhai— Celebrating the modern spirit of craftsmanship
SIMKHAI crafts celebratory occasionwear in timeless silhouettes from elevated materials. On the cusp of explosive growth, SIMKHAI came to Aruliden for a platform to drive expansion across new categories, licensing, national retail, and global ecommerce. Together, we simplified the brand name, streamlined the narrative with a refined positioning and target, and evolved the visual codes with a new system designed to drive recognition at scale.
The SIMKHAI Cut
We designed a bespoke “S” icon reflecting the brand’s innovative cutouts. The icon scales and tesselates to create a bank of geometries in an ownable visual language.
The icon renders an additional creative asset: the square. This balanced shape can live across formats and scales, bridging the sharp angles of the wordmark and the icon’s rounded geometries.
Aruliden’s industrial design practice partnered with the SIMKHAI team to develop creative direction and visual hero moments for the brand’s SoHo retail location opening in 2022.
The space featured custom fabric-wrapped walls, seating, and display fixtures which reflect the brand’s signature cutouts and the shapes of the new brand icon.