Conceptual Branding and Packaging Inspired by Faith and Culture
Peace Be Upon You is a conceptual campaign created to raise awareness around religious discrimination against Muslims. The project centres on a thoughtful brand identity and product concept: a line of patterned scarves called Scarves of Peace, worn to show support and solidarity. Proceeds would hypothetically be donated to Muslim Aid to support education and relief efforts.
This was developed as my Capstone Project, where we were encouraged to step outside our comfort zones and create work rooted in something personal. As a Muslim woman, I wanted to use design to amplify a message I felt wasn’t talked about enough — the discrimination my community faces, and the peace at the heart of our faith.
I drew visual inspiration from Islamic architecture — specifically, geometric patterns and symmetry — and paired it with a light, airy colour palette to express the peaceful essence of the message. I focused on subtle, meaningful design choices to balance the emotional weight of the topic with a calm and inviting aesthetic.
