NOUKK / Global / 2024Design & Packaging
NOUKK brand identity.
NOUKK turns the soft undercoat of Arabian camels, a fibre usually thrown away, into a luxury fabric. RXM Creative built its identity around a camel-shaped 'N'.
- Brand
- NOUKK
- Agency
- RXM Creative
- Market
- Global
- Region
- Global
- Year
- 2024
The challenge
The brand had to launch a new luxury fibre into a market owned by cashmere and wool, and tell a story of Arabian heritage, local herders and Italian craftsmanship to a global audience.
The idea
The name comes from the Arabic word for a female camel. RXM Creative designed a monogram 'N' shaped like a camel, a palette of desert colours and type that pairs a clean sans-serif with serif headlines, and used recycled paper and tactile fabrics for packaging, carried across print, social and the website.
Results
- Unique website visitors up 150% and page views up 350% in six months, according to the Dubai Lynx entry
- Social followers up 700% and 2.8 million impressions; the entry says the project passed the first stage of the Kering Awards x Fashion Commission Saudi Arabia
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Design – Creation of a new Brand IdentityBronze
Credits
- Creative agency and production
- RXM Creative
- Idea creation
- NOUKK
- Creative, RXM Creative
- Raul Mandru
- Creative, RXM Creative
- Mihai Botarel
- Designer, RXM Creative
- Lehel Mór Makó
- Designer, RXM Creative
- Victor Ramos
- Creative, RXM Creative
- Andrea Erali
- Creative, RXM Creative
- Madalin Dragnea
- Designer, RXM Creative
- Madalina Oanta
- Creative, RXM Creative
- Ionela Stoica
