Rulami
A brand strategy revision for an Arabic heritage luxury fragrance house, extending it across retail, e-commerce, and out-of-home.
Client:
Academy of Art University
Role:
Brand Strategist, AI-Assisted
Date:
June 4, 2024
Preview
https://webflow.com/
Modernizing an Arabic heritage fragrance brand without losing its roots
Rulami launched as a luxury fragrance brand rooted in Arabic perfumery, but its original strategy had not caught up to what modern luxury expects: sustainability, inclusivity, and digital fluency. I led a brand strategy revision that kept the cultural foundation while extending the brand into retail, e-commerce, and out-of-home. I directed every creative decision and executed the imagery using advanced AI tools.
