Context
Understand the business, audience, culture and practical conditions before choosing a visual direction.
25.2854° N51.5310° EPORTFOLIO / 26
Brand identity · Packaging · Art direction
KheireddineSmaili®
Brand Designer
& Art Director
I design distinctive identities, packaging and campaigns for hospitality, retail and lifestyle brands.
Available for selected projects where identity must work beyond the logo↘
BRAND SYSTEMS ✦ HOSPITALITY ✦ PACKAGING ✦ EDITORIAL DIRECTION ✦ CAMPAIGN WORLDS ✦ SPATIAL APPLICATIONS ✦ BRAND SYSTEMS ✦ HOSPITALITY ✦ PACKAGING ✦ EDITORIAL DIRECTION ✦ CAMPAIGN WORLDS ✦ SPATIAL APPLICATIONS ✦
01 / SELECTED WORKBRANDING / PACKAGING / CAMPAIGNS / ART
Selected work.
Built to be used.
Brand identities, packaging and campaigns. Choose a collection, then open a project.
Swipe to browse · Tap a project to open
01NAYIRClient collaboration↗02ABREEZDirect client identity↗03The Barre RoomStudio identity & application concepts↗04Shahen BeansClient work / Maven Studio↗05Buen CaféClient concept↗06AdnahClient work / Maven Studio↗07THECOCOAClient work / Maven Studio↗08MonarchClient work / Maven Studio↗09Carousel CaféClient work / Maven Studio↗10Belleza ClubClient work / Maven Studio↗11GraberClient work / Maven Studio↗12LAB33Client work / Maven Studio↗13Q ThreadsClient identity↗
Design begins with a decision the brand can keep.
I define what the brand must mean.
Then I build the rules
that make it recognisable,
usable and distinct.
Strategy gives the work a position. Identity turns that position into type, colour, image, voice and material. Applications prove whether those decisions can survive real use.
Each case study shows the brief, my contribution and the final applications, with client commissions and independent concepts clearly credited.
MEANINGbeforeSTYLE.
Position
Define the difference worth owning and the single idea every creative decision must support.
System
Translate that position into repeatable rules for type, colour, image, voice, material and hierarchy.
Proof
Test those rules on the real surfaces of the brand: packaging, campaigns, presentations, products and space.
03 / PROFESSIONAL PRACTICE2018—NOW / ALGERIA—QATAR
Built through
ownership,
work and making.
Maven is the current commercial studio practice. KAI MULTIVERSE is the owned identity and creative laboratory. Luminexia and Cesar are earlier ventures where design had to survive production, sales and real customers.
Together they explain the range of the work without mixing authorship: client delivery, independent experimentation, fabrication, merchandise and original creative IP.
Open Maven practice overview ↗Maven Studio
Brand & Visual Designer
Commercial identity, packaging, presentation and spatial communication developed from brief through production.
KAI MULTIVERSE®
Founder & Creative Director
An owned identity and personal creative laboratory for original worlds, cultural signals and human-behaviour research.
Luminexia Neon Light
Co-Founder, Designer & Maker
Designed and produced more than 450 custom light pieces, connecting visual direction with fabrication and customer delivery.
Cesar Caligula
Founder, Brand & Merchandise Designer
Built an illustration-led merchandise identity and generated more than 2,500 sales across independently developed products.
Independent Foundation
Freelance Graphic Designer
Early identity, social and commercial design work that formed the practical base of the current studio discipline.
04 / ORIGINAL CREATIVE IP08 ORGANIZED FILES
ARCHIVE SIGNAL / 001KAI MULTIVERSE®Art with a
Art with a
point of view.
KAI MULTIVERSE is my independent art and design practice. Explore posters, identity studies, clothing concepts and visual essays about memory, identity and transformation.
01Identity02Poster03Product04Archive
Enter the KAI archive↗05 / KHEIREDDINE
Algerian roots.Doha practice.World-building
discipline.
I learned design by putting it under pressure: products sold, lights fabricated, decks presented, files handed to suppliers and identities carried into real rooms.
That practical foundation grew through freelance work, Cesar Caligula, Luminexia and KAI MULTIVERSE before moving into Doha’s hospitality, retail, beauty, wellness and spatial projects at Maven Studio.
The aesthetic changes with the project. The standard does not: understand the context, define the position, build the system and prove it in use.
17Selected professional projectsClient / concept / practice
08KAI archive filesOriginal IP / separate system
02Markets shaping the workAlgeria / Qatar
01Working principleForm follows motive
06 / CONTACT