OUR PROJECTS
Effaykay Designs
Effaykay Designs
Brand Strategy & Identity Transformation
CLIENT OVERVIEW
Client: Effaykay Designs
Industry: Fashion
Project Scope: Brand Identity & Strategy
THE CHALLENGE
Fatima Kani, founder of Effaykay Designs, had built a brand grounded in passion and cultural pride. But despite years of running the business, something didn’t feel quite right. Her visual identity didn’t match the heart of her mission. Though admired by many, Effaykay lacked clarity in its positioning and was caught between made-to-order services and the desire to evolve.
When she reached out to Qalb Inc., it wasn’t for a rebrand. It was for clarity. What followed was a powerful discovery: her brand needed not just clarity, but a new language—visually and strategically—to carry its message.
THE INSIGHT
Through deep strategy sessions, we uncovered:
- Her dream to offer culturally rooted RTW clothing for girls
- The need to stop taking underpriced bespoke orders that limited her creativity
- The desire to foster confidence and joy in young girls, while preserving heritage
We helped Fatima define a powerful shift in positioning: from “bespoke seamstress” to a cultural curator of beautiful, confident RTW fashion for young girls aged 0–12.
THE STRATEGY
Our brand strategy process redefined the essence of Effaykay:
- Target Audience Realignment: We focused on modern Nigerian mothers who seek culturally-rooted, high-quality RTW clothing for their daughters, and aspiring dressmakers who crave meaningful learning.
- Visual Direction: From bold and serious to soft, elegant, and child-like—the new color palette and logo direction embraced confidence, playfulness, and beauty.
- Naming & Storytelling: We helped coin collection names that carried both cultural depth and personal meaning, like:
- Karè Big: Inspired by Fatima’s daughter’s way of saying "big clothes"
- Furen Ráni: Meaning "Flower of Summer," for a lightweight traditional RTW line
THE DESIGN
We developed a complete identity suite:
- Custom Logo Suite
- Hand-lettered typography
- Color Palette and Patterns
- Woven Labels, Tags, Packaging, Paper Wraps & Thank You Cards
- Mini Social Media Visual System
The visual identity was inspired by symbols of elegance, softness, and culture: butterfly shapes, swirl patterns, and hand-drawn letterforms that feel warm and inviting—just like the brand itself.
THE TRANSFORMATION
The results were immediate and deeply felt. In Fatima's words:
"The whole aura around Effaykay has just changed! I feel overpampered. Jazakallah khairan and welldone!"
Beyond visual aesthetics, the brand experienced a powerful internal shift:
- A clear shift from custom orders to premium ready-to-wear
- Increased pricing and value perception
- Newfound confidence and clarity in production
- Emotional alignment with the audience and purpose
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Agency
Qalb Inc.
Creative Director
QalbSaleem Muhammad
Full Credits
Visual Identity
Collateral
CREDITS
CLIENT
Effaykay Designs
AGENCY
Qalb Inc.
CREATIVES
Qalbsaleem Muhammad (Creative Director)
COPYWRITER
Sofiyya Bolarinwa
DESIGNER & ILLUSTRATOR
Qalbsaleem Muhammad
SOFTWARE
Illustrator
Photoshop
Canva
Soulfull Retreats
Soulfull Retreats
Building a Transformative Wellness Brand from Scratch
CLIENT OVERVIEW
Client: Soulfull Retreats
Industry: Wellness & Personal Development
Project Scope: Brand Identity & Strategy
Duration: 4 Weeks
The Challenge
Soulfull Retreats was a new venture with a powerful vision—to provide transformative retreat experiences for teens, individuals, and couples. However, the brand lacked foundational elements, including a name, identity, and strategy. Without a strong core, the brand risked inconsistency and lack of recognition. Our challenge was to build everything from the ground up: define the brand’s purpose, establish its visual identity, and create a compelling and cohesive presence.
Brand Strategy Development
To craft an authentic brand, we began with an in-depth strategy process, which our clients often describe as "business therapy." Through workshops and consultations, we identified key brand pillars:
- Purpose: To provide a sanctuary for individuals to pause, reflect, and reconnect with themselves.
- Target Audience: Individuals seeking personal growth, teens in need of guidance, and couples aiming to deepen their connection.
- Brand Personality: Warm, nurturing, and transformative.
- Tone & Voice: Empathetic, uplifting, and reassuring.
Through this process, the perfect name emerged: Soulfull Retreats—a brand that promises to leave its guests with a soul full of peace, clarity, and renewal.
With the strategy in place, we explored two logo concepts:
- The Spiral Concept – Representing transformation, breaking free from routine, and the cyclical nature of life. It also subtly resembled a fingerprint, symbolizing individuality and personal journeys.
- The Growth Concept – Inspired by nature, depicting new leaves sprouting from a stem, symbolizing renewal and fresh perspectives.
Mrs. F resonated deeply with the Spiral Concept, as it aligned perfectly with the essence of Soulfull Retreats.
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Agency
Qalb Inc.
Creative Director
QalbSaleem Muhammad
Full Credits
Visual Identity
Brand Collateral
CREDITS
CLIENT
Akushi Foods
AGENCY
Qalb Inc.
CREATIVES
Qalbsaleem Muhammad (Creative Director)
COPYWRITER
Sofiyya Bolarinwa
DESIGNER & ILLUSTRATOR
Qalbsaleem Muhammad
SOFTWARE
Illustrator
Photoshop
Canva
THE IMPACT
With a well-defined brand strategy and strong visual identity, Soulfull Retreats launched with clarity and confidence. The brand now has:
- A cohesive identity that reflects its mission.
- A compelling presence that resonates with its audience.
- A professional and consistent look across all platforms.
CONCLUSION
Soulfull Retreats transformed from an idea into a fully realized brand with a strong foundation and a distinctive identity. This project exemplifies how strategy-driven design can create an authentic and lasting impact.
Thinking of building a brand from scratch? Let’s make it happen. Contact us today.
CREDITS
CLIENT
Soulfull Retreats
AGENCY
Qalb Inc.
CREATIVES
Qalbsaleem Muhammad (Creative Director)
COPYWRITER
Sofiyya Bolarinwa
DESIGNER & ILLUSTRATOR
Qalbsaleem Muhammad
SOFTWARE
Illustrator
Photoshop
Canva
Akushi Foods
Akushi Foods
Bridging Heritage and Modernity
CLIENT OVERVIEW
Client: Akushi Foods
Industry: Food & Beverages
Project Scope: Brand Identity, Calligraphy
We’re proud to unveil our rebrand for Akushi Foods—formerly known as Gargajiya Foods—an emerging Northern Nigerian food brand inspired by the founder’s deep love for traditional Arewa delicacies. This wasn’t just a design project; it was a cultural restoration effort, shaped by meaningful conversations around identity, heritage, and modern relevance.
The project kicked off after an honest dialogue with the founder, who simply said, “I want to bring Arewa flavours back—not just the taste, but the feeling.” That single sentence became the heart of the work.
Our challenge? Build a brand that felt authentically Northern, yet modern enough to sit confidently on a shelf beside international products. We needed to evoke the warmth of home, the pride of tradition, and the trust of hygienic, beautifully packaged goods—especially for a new generation of culturally conscious women.
So we dug deep. We listened to stories, smelled the spices, traced back memories tied to meals. Then, we translated all of that into design—clean, aspirational, emotionally rich. The visuals became a bridge between nostalgia and now. The packaging? Something you’d be proud to gift. The messaging? Rooted in culture, but spoken in today’s language.
Scope of Work:
- Brand Strategy
- Visual Identity Design
- Packaging Design
- Launch Support
At Akushi, the mission is clear: to revive the culinary treasures of Arewa and ensure they're never forgotten. With storytelling, soul, and shelf-ready beauty—we helped bring that mission to life.
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Agency
Qalb Inc.
Creative Director
QalbSaleem Muhammad
Full Credits
Visual Identity
BeforeAfter
Packaging Design
Collateral
CREDITS
CLIENT
Akushi Foods
AGENCY
Qalb Inc.
CREATIVES
Qalbsaleem Muhammad (Creative Director)
COPYWRITER
Sofiyya Bolarinwa
DESIGNER & ILLUSTRATOR
Qalbsaleem Muhammad
SOFTWARE
Illustrator
Photoshop
Canva
