Salim Azzam
Scope of Work Identity Design
Packaging Design
In May 2025, Salim Azzam unveiled a new brand identity, marking an important moment of growth and evolution for the fashion label. At the centre of this rebrand is the hoopoe bird, introduced as a new logomark. While the bird has long appeared in the brand’s visual language, it carries deeper personal meaning for Salim, symbolising luck and guidance throughout his journey. The updated logo now includes the words “Mount Lebanon,” affirming the brand’s roots and celebrating local heritage as it continues to grow internationally. Developed over the course of a year the new identity reflects a considered balance between tradition, craftsmanship, and contemporary expression.
Freelance - 2025