brand identity
web design
packaging
Laila El Mehelmy is an Amsterdam-based artist and metalsmith who transforms sculptural forms into wearable pieces of art. Inspired by nature’s raw textures and fluidity, her jewellery is an exploration of materiality, emotion, and craftsmanship.
Each piece is more than an accessory—it’s a canvas for self-expression, evolving with the wearer’s own story.
The Logo: Inspired by Laila’s own hand signature, designed to resemble molten metal in motion—just like the way she sculpts.
Brand Patterns & Icons: Created from her hand-drawn sketches, making the brand feel personal and artistic.
Visual Direction: A refined, modern aesthetic—fluid yet structured, organic yet bold.
Web Design
Minimal & Art-Focused: A clean layout that lets the work speak for itself.Immersive
Interactions: As users navigate, images appear dynamically, creating a tactile, gallery-like experience.
Custom Transitions: Smooth page animations to enhance the fluidity and craftsmanship of her brand.
© Copyright 2025. All rights reserved.
