VASHTI – LUXURY BAG BRAND

LUXURY BAG BRAND

A brand built around a woman who refuses to be reduced to what she looks like.

DATE: JULY 2026

CLIENT: EXBRAND

INDUSTRY: Luxury Fashion & Cultural Lifestyle Brand

SERVICES:Brand Strategy, Visual Identity Design, Website Design & Development, ongoing Social Media Management.

The Challenge

Women are constantly celebrated for being beautiful, desirable and visible.

But what happens when a woman wants to be remembered for what she built?

I wanted to explore that tension.

The Approach

I went back to Vashti. The queen in the Book of Esther who refused the king's command to appear before his guests,and lost her crown because of it. Rather than treating her as a footnote to Esther's story, I asked:What if her refusal became the foundation of a brand? That became Vashti.

THE BRAND

Not fashion for women seeking approval.Fashion for women who have already decided who they are. The brand needed to feel

Powerful.
Elegant.
Defiant.
Feminine.
Unapologetic.

THE PRODUCT

I imagined a luxury womenswear brand where the clothing doesn’t compete for attention.

It commands presence.

Structured silhouettes.

Deliberate proportions.

Rich textures.

Quiet details.

Every piece designed to feel like presence you can wear.

Visual Identity Development

I built the identity around the tension between:

Ancient royalty × modern woman The result is a world of restraint, depth and authority.

Dark tones. Warm metallics.Sculptural forms.Editorial photography. Minimal typography. Nothing exists simply to look beautiful.

Everything reinforces the idea.

A brand system either survives contact with a second collection, or it was never really a system, just a good first launch. Àbẹ̀fẹ́ has done it twice now. That's the actual test I was building toward.

FAJOBY DAVID

THE EXPERIENCE

From the campaign to the packaging, website and product presentation, every touchpoint answers the same question:

What does it feel like to be a woman who no longer needs permission to take up space?

That became the experience.

THE RESULT

VASHTI became more than a fashion brand concept. It became a point of view.

A story. A visual language. And a business built around one powerful belief:

A woman can be admired for how she looks.

But she should be remembered for what she stands for.**

VASHTI
Carry your day.