On the cusp of rapid growth, SIMKHAI partnered with Aruliden to create a platform for expansion across categories, retail, and global ecommerce. We simplified the brand name, refined its positioning, and developed a scalable visual system designed for recognition.

At the core of the identity is a bespoke “S” icon inspired by the brand’s signature cutouts. The form scales and tessellates into a flexible set of geometries, establishing a distinctive visual language. From this system, the square emerges as a foundational element, bridging the sharpness of the wordmark with the softness of the icon’s curves.

This language extends into physical spaces, including the brand’s SoHo retail location. Custom fabric-wrapped walls, seating, and fixtures echo the geometry of the identity, translating the brand’s signature forms into an immersive retail experience.