Branding and Strategy for Fashion and Lifestyle Companies

A good product isn't enough. People buy who they become the moment they're holding it.

For over two decades we've worked with fashion, lifestyle, and premium brands from rare colored diamonds to wearable tech, from children's brands to an installation at the Venice Biennale. In this world, a product doesn't sell on what it does. It sells on who it makes you.

A lifestyle brand is tested not in a laboratory, but on the street, online, and in stores. Before the customer realizes what the product does, they have already decided whether they want to be a part of it. This is what we build: Branding and strategy To the testers that build trust even before the POC ( result test )

 Start your project in fashion & lifestyle

Branding and design for the fashion and lifestyle industry: belonging is the real product.

What makes a fashion & lifestyle brand a system that works

Brand Strategy & Identity

A lifestyle brand doesn't win by being liked by everyone it wins when the right people choose it, and everyone else understands why. We build the positioning that knows who to choose and who to let go, because that's exactly what turns a choice into an identity.

Design Language

In this world, the decision falls before the brain catches up in the hand, in the eye, in under a second. Material, texture, color, and finish are what happen in that second. We work on that layer, before there's even anything to explain.

Packaging & Unboxing Experience

Good packaging in a lifestyle brand is not just about protecting a product, it's the most important and most reliable campaign there is: the customer themselves, who takes photos and shares without us asking them to. And we plan UGC for this moment from day one, not as an add-on at the end.

Go-to-Market & Brand Presence

In a market flooded with options, what makes a brand look serious isn't where it shows upit's that it's the same brand everywhere it shows up. We build presence that stays consistent from the shelf to the feed, because inconsistency is what gives away a small brand.

Before we design, we learn the language.

We don't walk into a project with a template. Every category in fashion and lifestyle speaks its own language, and before we design for it, we need to know it from the inside.

01

Research & Learning

Before we design, we study the material: who the audience is, what they already love, and where this brand can claim a place in their life.

  • Who the audience is, and what already makes them choose one brand over another
  • Which other brands already occupy part of their identity
  • The gap between how the brand is perceived today and where it wants to be
  • Which codes in the category are already claimed by competitors, and which are open

02

Industry Immersion

Every category in fashion and lifestyle speaks its own creative language streetwear, fine jewelry, hospitality, wellness and we learn it before we write a single word.

  • Who already "owns" the visual language of the category
  • Which codes the audience recognizes so well they no longer even see them
  • Where awe can brake the rules
  • What makes something feel "relevant now" in this specific category

03

Execution

This is where it all becomes tangible. We build the brand across the touchpoints relevant to the project not every project needs every tool.

  • Strategy & branding
  • Product & packaging design
  • Visual & verbal identity
  • Digital platforms & go-to-market materials

We do:_____________________ & so more

  • Refillha

    Branding and packaging design for RefillHA, an advanced aesthetic technology brand entering the medical aesthetics market.

    Refillha packaging design featuring cosmetic beauty hi-end print

  • ZOTA It Is

    Development of a branded product and accessory line for ZOTA, translating the brand's DNA into a tangible experience across every touchpoint.

    ZOTA employee brand experience created for a company launch event

  • Woojer MAT

    Strategic guidance and launch for Woojer MAT's new product category, from positioning and category creation through packaging and launch. Wellness in motion

    Woojer Mat product experience designed to create anticipation before first use

  • TROPX

    Brand strategy and product launch for TropX, an innovative sport-tech wearable AI company improving movement, training, and rehabilitation.

    Brand imagery created for wearable technology focused on training and injury prevention

  • Hotel Berlin

    Branding and signage for Hotel Postpalais in Berlin, a historic post office turned boutique hotel, in collaboration with GN Architects.

    Heritage-inspired Post Palais Hotel in Berlinl wayfinding design based on the former Berlin post office building

  • MyHeritage DNA Kit

    Packaging design for MyHeritage's DNA testing kit, the Israeli hi-tech company for discovering and preserving family history.

  • Leibish Fancy Colored Diamonds

    Packaging design for Leibish, an international luxury brand specializing in rare colored diamonds.

  • Flow

    A temporal “ribbon from the Dead Sea to the Red Sea” exhibit for the Venice Biennale of Architecture

  • Woojer | Vest3

    Packaging design for Woojer Vest3, a haptic feedback vest that translates sound into physical sensation.

    Product branding collab between woojer and META

  • Everysight | Raptor

    Packaging design for Everysight's Raptor smart cycling glasses, co-brand with BMW, displaying real-time performance data.

  • 32N

    Rigid packaging design for 32N by Deep Optics, smart sunglasses an awards winning package design.

  • Anabella x NFH

    Branding and packaging design for Anabella, a women's intimate health product. Development of design system for the Anabella brand.

  • KmoBaTeva

    Brand strategy, branding and visual system for KmoBaTeva, a leading natural, chemical-free swimming pool brand, ahead of its expansion into the European market.

  • KeepPad

    Packaging design for KeepPad, a young, fashion-forward brand of functional home accessories, shaped to echo the product itself.

  • Story

    Catalog-magazine design for fashion brand STORY, showcasing leading international fashion brands.

  • Joovy & National Park collection

    Collab between Joovy, and the National Park Foundation

  • Lifebuoy

    Branding, visual identity and packaging design for Lifebuoy, a smart pool safety alarm system.

  • WellBe

    Packaging design for retail and In-flight duty-free WellBe, a smart stress-reduction and mindfulness wearable, translated into precise design from the very first touch.

  • Joovy

    Rebranding for a leading company in the field of children's products

Why NFH

We believe a good fashion and lifestyle brand doesn't try to please everyone. It starts with a decision about who it's not for and only then, who it is for.

Through NFH Laboratory, we carry the process through: from strategy and identity, through material language and sensory design, packaging and unboxing, to brand presence in the market.

Over two decades of work with fashion, lifestyle, and premium brands taught us that in this world, trends move fast but real identity stays.

In this world, the easiest thing is to look trendy for a moment. We're not here for the moment.

Client Perspectives

View All Reviews
Shachar Blum

One of the best branding experts I had the honor to work with. Very creative, out of the box. Highly recommended

Tamir Tirosh

I have known and worked with Gili from Not From Here for over 15 years, across several brands and creative projects. Gili is an exceptionally talented and creative professional, always bringing fresh ideas and a unique perspective to every challenge. She has a rare ability to look beyond design itself and create a complete brand and product experience that feels memorable and inspiring. Working with her is always professional, personal, and enjoyable. She combines strong creativity with attention to detail, dedication, and a real commitment to achieving the best possible result. I highly recommend Gili and Not From Here to anyone looking for outstanding creative thinking, excellent execution, and a partner who truly elevates the brand experience.

Yana Kreitman

Working with Gili on our organization's branding was one of the best decisions we made. She guided us through the entire process—from developing our brand identity and creating a cohesive visual language to designing our website and providing ongoing design support. Gili is an exceptional designer: creative, highly professional, and incredibly detail-oriented. The visual identity she created for us perfectly reflects our organization and continues to receive countless compliments from partners, colleagues, and others. We wholeheartedly recommend her to any organization or business looking for outstanding branding and design services.

Rob Gardner

I have had the pleasure of working with Gili on multiple product launches over the years, and she is one of the most talented creative professionals I've ever worked with. Gili led the development of our entire baby bottle packaging line, creating a cohesive brand identity that stood out on the shelf while clearly communicating the product's features and benefits. She also designed the packaging and creative themes for many of our larger baby gear products, consistently delivering work that elevated the brand. Beyond her exceptional design talent, Gili is incredibly passionate about what she does. She works quickly, collaborates well, listens to feedback, and always focuses on delivering the best value. She has a rare ability to combine creativity with practical marketing insight, producing packaging and branding that not only looks beautiful but also sells. If you're looking for someone who can transform your brand, packaging, or marketing materials with world-class creativity, I recommend Gili without hesitation. She's one of my favorite people to work with and truly one of the best creative talents I've had the privilege to know.

Roy Grinfeld

Working with Gili from Not From Here has been one of the most inspiring creative experiences I've had. She doesn't just design packaging—she designs the entire experience around a product. Her work transforms unboxing into something memorable, emotional, and exciting. It's a level of creativity and attention to detail that I've rarely encountered. I have experienced her work from two very different perspectives. First, as a customer receiving products she designed, where the packaging itself became an unforgettable part of the product experience. Second, as a designer collaborating with her on a project. In both cases, I came away genuinely impressed. Her communication, collaboration, and execution are outstanding. Every stage of the process was smooth, enjoyable, and highly professional. More importantly, working with her was creatively enriching, as she constantly challenged conventional thinking and brought fresh ideas to the table. If you're looking for someone who truly thinks beyond the obvious and understands how great design can elevate an entire brand experience, I can't recommend Gili and the team at Not From Here highly enough.

Shadi Khatib

Gili has a rare talent for turning a brand into a visual story. She guided our rebranding journey with creativity, patience, and an incredible eye for detail, transforming our website into something genuinely unique, modern, and a pleasure to read. A true professional and an absolute pleasure to work with. Highly recommended. 👏🏆

Kfir Barlevav

Working with Gili from Not From Here Design House has been an incredible experience for Woojer. Gili is so much more than a designer for us. She has become a true creative partner, deeply involved in almost every detail of how our brand comes to life. From packaging and product presentation to visual direction, small details, big ideas, and everything in between, she brings care, talent, sharp thinking, and a rare level of dedication to every part of the process. What makes Gili so special is that she doesn’t just “design.” She understands the brand, the product, the people behind it, and the feeling we want to create for our customers. She notices the little things, asks the right questions, challenges when needed, and always pushes the work to be better. Her work is beautiful, thoughtful, premium, and full of soul. Just as importantly, she is a pleasure to work with: professional, patient, creative, reliable, and truly invested. We are very grateful to have Gili and Not From Here as part of Woojer’s journey, and we highly recommend her to any brand looking for a designer who brings not only talent, but heart, commitment, and real partnership.

Oren Golan

Working with Gili was an outstanding experience. She combines exceptional professionalism with unique creative thinking and a genuine commitment to achieving the best possible result. What stood out most was her attention to detail, persistence, and willingness to go the extra mile to refine every aspect of the product. The process is highly personal and truly one-on-one, which creates a direct connection between the designer and the client. This leads to a much more accurate outcome and makes the entire creative journey enjoyable, collaborative, and rewarding. Highly recommended.

Y Z

It has been an absolute pleasure collaborating with NotFromHere for over a year. They consistently provide exceptional support and deliver top-tier, innovative solutions. I deeply respect their extensive industry knowledge, open-minded approach, and unwavering commitment to uncompromising quality. I highly recommend their work."

Boaz Feldman

Super creative designs and incredibly cooperative! Working together is an absolute pleasure from start to finish. They truly understand how to bring a vision to life while maintaining excellent communication and flexibility throughout the entire process. Highly recommended for anyone looking for top-tier packaging design!

Tali Emanuel

I have been working with NotFromHere for over 15 years, and they continue to impress me time and time again. Led by its founder, **Gili Bar-Shay**, an exceptional creative professional, the team is professional, innovative, efficient, and always comes up with smart, original solutions for every challenge. Every project is delivered at the highest level, and the results are simply wow-worthy. The feedback I receive from clients and audiences is consistently one of admiration and excitement about the creativity, design, and final outcome. Beyond their exceptional professionalism, Gili and the NotFromHere team are incredibly responsive, service-oriented, available whenever needed, and an absolute pleasure to work with. I highly recommend them

Eran Mordechay

I would like to warmly recommend the branding company that worked with us on our project. Throughout the entire process, the team demonstrated a very high level of professionalism, creativity, and dedication. They were attentive to details, highly responsive, and succeeded in translating ideas and values into a clear, accurate, and visually impressive brand language. Beyond the professional execution itself, the collaboration was pleasant, efficient, and thoughtful. Their creative approach, combined with strategic thinking and strong design capabilities, made a significant contribution to the overall outcome of the project. I truly appreciate their work and would highly recommend them to any company looking for a professional and creative branding partner. Best regards, Eran Mordechay

Oshri Danon
Boris Giladi-A

FAQ's Fashion, Lifestyle & Luxury Branding

What experience does NotFromHere have branding fashion, lifestyle, and luxury brands?

Over two decades working with fashion, lifestyle, and premium brands from rare colored diamonds to wearable tech, from children's brands to an installation at the Venice Biennale.

Our portfolio in this space spans an unusual range: packaging design for Leibish Fancy Colored Diamonds, a global diamond brand; branding and wayfinding for Post Palais, a heritage-inspired hotel in Berlin; brand identity for KmoBaTeva, luxury natural pools; branding and packaging for Everysight Raptor, smart cycling glasses; and for 32N, sunglasses that switch to reading glasses in one motion. Alongside these, branding and packaging for consumer lifestyle brands like Woojer, WellBe, and Joovy (including a collaboration with the National Park Foundation), safety products like Lifebuoy/BCONE, and even an art installation called Flow at the Venice Biennale of Architecture.

That range from rare luxury to everyday consumer products teaches us one thing in common: in every one of these categories, the customer isn't just buying a product. They're buying who they become the moment it's in their hands.

Our approach at NotFromHere

Broad experience across diamonds, hospitality, wearable tech, and baby products teaches us to quickly recognize what makes a category meaningful — and what turns a product within it into a brand.

What's the difference between branding a lifestyle brand and branding a regular "functional" product?

A lifestyle brand doesn't sell on what it does it sells on who it makes you. The customer decides whether they want to belong to it before they even understand what the product does

A functional product is judged first on its ability to solve a problem. A lifestyle brand is judged first on the question: who chooses it, and what does that choice say about them. A good lifestyle brand doesn't try to please everyone it wins when the right people choose it, and everyone else understands why.

Our approach at NotFromHere

We build the positioning that knows exactly who to choose and who to let go because that's exactly what turns a choice into an identity. We work on the design-language layer material, texture, color, finish before there's even anything to explain in words.

Why is the unboxing experience so critical for a lifestyle brand, and how does it turn the customer into their own marketing campaign?

The experience of The Anvokosing It is an essential part of the brand. Our ability to leverage the value brought by the opening of the packaging adds value to brands. Luxury and lifestyle brands use special kits to create unique content from surfers and opinion leaders. In recent years, there has been a strong trend around influencers sharing special kits from brands and opening them. We see brands like Gucci and Dolce & Gabbana investing hundreds of thousands of dollars in special packaging just for influencers in order to get an authentic marketing campaign without a pre-written script.

How do you keep a brand relevant when trends move fast, without losing its identity over time?

We don't design for the next trend we design for the years that follow. While trends influence materials, colors and aesthetics, enduring brands are built on strategy, clarity and ideas that remain relevant over time.

Do you work with luxury and heritage brands as well as younger consumer lifestyle brands?

Yes — from Leibish Fancy Colored Diamonds and the heritage-inspired Post Palais hotel in Berlin, to consumer brands like Joovy, Woojer, and Lifebuoy/BCONE.

What does your process look like for a fashion and lifestyle branding project, and how long does it take?

The process is built from three phases, research, strategy & execution

Before we design, we learn. We study the audience, understand what already resonates with them, and identify where the brand can earn a meaningful place in their lives. This includes analyzing the competitive landscape, mapping the brands that already shape the audience's perception, and defining the gap between where the brand is today and where it wants to be.

The next step is building the strategy. We define the brand positioning, messaging and creative direction while understanding the visual language and conventions of the category. Only then does design begin. Depending on the project's needs, we develop brand identity, product and packaging design, visual and verbal systems, digital experiences and go-to-market assets. Every element is created to support a single, coherent brand strategy. Every project is different in scope, but a comprehensive branding project for a lifestyle brand typically spans several months.

Brands we worked with in fashion - beauty, cosmetics and lifestyle

Posts on fashion - beauty, cosmetics and lifestyle