Artifact

Located on Egypt’s Red Sea coast, Artifact is a design and concept store curating objects that are as beautiful as they are meaningful. The brief was to create an identity system that felt human, elegant, and playful — a visual language that could capture the store’s curated eclecticism while remaining adaptable across environments and touchpoints. The identity draws on three core tonal pillars: Human (raw and honest), Meaningful (crafted with depth and intention), and Elegant (refined in both form and execution). A slick logotype anchors the system, paired with a rich primary palette of moss, mint, sand, and fizz yellow, accented by bold secondary tones bringing opportunity for creative expression. Rounded-edge framing devices, bursts of handwritten typography, and a blend of clean grids with unexpected pattern give the brand a balance between order and spontaneity. This modularity ensures Artifact’s identity expression works seamlessly — from physical signage and packaging to digital storefronts and social media. The result is a brand world that feels curated yet alive, rooted in design integrity but open to play. It not only reflects Artifact’s ethos but also creates a visual stage for the diverse, ever-changing objects it showcases.