AYOUB AHRRAR
Services
Freelance brand identity designer for premium and lifestyle brands
An identity is judged by what other people make of it, long after the presentation. I design the logotype, the colour system and the type, then write the guidelines that let a team, a printer or a developer apply them without guessing.
Who it’s for
- New premium, beauty or lifestyle brands that need a complete identity before launch.
- Established brands whose logo, colours and type have drifted from one medium to the next.
- Teams that already have a mark and need guidelines and applications built on it.
What I deliver
- Logotype and its versions: full, reduced, reversed.
- Colour system, with values for print and for screen.
- Typeface selection and typographic hierarchy.
- Brand guidelines: usage rules, minimum sizes, what not to do.
- Applications on key touchpoints: stationery, social templates, packaging, signage.
- Homepage or interface direction, when the brand has to live online first.
- Source files and a summary board, ready to hand over.
How it works
Four steps
01 — Audit
I look at what exists, what your category already shows and where the brand is actually seen.
02 — Direction
I present a reasoned direction for the mark, colour and type, tested on real applications.
03 — System
Once the direction is chosen, I build the whole system: versions, palette, type scale and rules.
04 — Handover
I deliver the guidelines and source files, with applications that show the system already at work.
Selected work
What it looks like
ORA Skincare — 2025ORA Skincare (2025): a logo pairing a classical serif with quiet modernity, tested on beige, white and brown, then gathered with the palette, the typeface and a product still on a single board.
Wooden — 2020Wooden (2020): two values, a gold and a black, and one typeface, University Roman, carry a furniture and interiors brand from logotype to website.
Rodizio Paris — 2026Rodizio Paris (2026): identity, website, SEO and analytics for a Brazilian churrascaria in Paris, designed and built by one designer; 1,358 active users in its first 23 days online (GA4).
Frequently asked
Before we talk
How much does a brand identity cost?
The budget follows the scope: a logotype alone, a full system with guidelines, or a system plus applications such as packaging or a website. The number of touchpoints to design, and whether the brand is new or being redesigned, weigh more than anything else.
What does a brand identity include?
At minimum a logotype, a colour system, a typographic choice and guidelines explaining how to use them. Depending on the project, it extends to applications: stationery, packaging, signage, social templates, a homepage.
What is the difference between a logo and a brand identity?
The logo is one element; the identity is the system around it: colours, type, image style and the rules that combine them. Without that system, a logo ends up applied differently by everyone who uses it.
Can you redesign an existing identity?
Yes. I take on full creation as much as redesigns or applications on an existing system. The first step is always to separate what still works from what has drifted.
How long does a brand identity project take?
It depends on the scope and on how quickly decisions are made on your side: an identity without applications moves faster than one that includes packaging or a website. We set the schedule together once the scope is fixed.
Launching or redesigning a brand? Send me what exists, even a sketch.
Other services