Women In Mind (aka WIM) is a women’s lifestyle brand created by entrepreneur and photographer Wasma Mansour. Having spent her childhood in Saudi Arabia and most of her adulthood in East London, Wasma became particularly interested in the self-care needs of busy, independent women across multiple cultures.

Working closely with Wasma, we created a calming and crafted visual universe to support her self-care products. The colours and logo, inspired by Middle Eastern culture, merged with a western aesthetic that creates a unique cross-culture brand ... soft, feminine, tranquil and comfortable.

As a celebration of the diverse community that WIM represents, we created 13 silhouettes. Inspired by the strength and form of many of Matisse and Picasso's figurative pieces, the final forms are inclusive, reassuring and decorative. The individual silhouettes and final repeat pattern have become embroidered badges, packaging details and will also feature as printed fabric patterns as part of WIM's debute range of garments.

Since its launch, WIM is seeing good growth and in August 2021 launched their first signature collection in a pop-up on bustling Redchurch Street in the heart of Shoreditch, London.