London-based studio Public has delivered a complete brand identity for Leem, a new modest fashion label with six mall-based stores in locations across the Middle East. Making confident steps into this rapidly growing section of the global fashion market, Leem is a design led, accessibly priced, high quality label which takes its creative cues from contemporary high fashion. Public’s work for the brand takes inspiration from the refined, current feel of Leem’s collections. A considered palette of white, rose gold, polished concrete, pale wood, mahogany and three shades of green – led by a soft signature pistachio – is applied throughout the interiors, and is carefully referenced in the branding and graphical assets.