QUA
Helping a women’s clothing brand carve a bold new identity—and change the game while at it.
Named after the Arabic word for power, Qua is a modern clothing label designed for women who lead with purpose. Rooted in the idea of self-expression through timeless silhouettes, the brand speaks to women who are assertive, ambitious, and unapologetically themselves.
Brief
To craft a brand identity that rejects conventional codes of femininity, favouring a design language that is bold, refined, and future-forward.
Our Approach
We built the identity around a typographic system that signals presence without excess. The wordmark, designed with a distinctive diagonal cut in the “Q,” introduces a sense of movement and force—capturing both forward motion and individuality. A tall x-height across characters gives the wordmark a stately, grounded feel—evoking confidence rather than delicacy. The colour palette avoids clichéd femininity: cold greys paired with burnt umber lend the brand a sense of understated strength and warmth. Together, these choices express the core of Qua: a brand that doesn’t follow fashion’s stereotypes but quietly sets its own standards.
