A new identity and strategy for an international fashion-forward brand

HIJUP was one of the first Muslim lifestyle companies to receive investment from global investors including 500 Startups from Silicon Valley. As one of the first e-commerce platforms dedicated to discovering modest fashion online, HIJUP was fast transitioning from being a startup to a large business.

We were approached to re-imagine the branding of HIJUP – to take it from being a youthful Indonesian-focused brand, to a sophisticated international fashion platform—while remaining true to their individuality and Indonesian roots.

We travelled to Jakarta to immerse ourselves in the team culture, run workshops, and ask questions. This active observation and facilitation process led to key insights on how to better communicate the evolving identity of HIJUP to reach a broader audience.

Our first step was to distill our findings into strong foundational vision, values, and brand personality. We then allowed this to guide the development of the new HIJUP brand identity.

Based on our research and insights from our visit, we found that HIJUP were delivering something unique to the space of modest fashion. Their dedication to Islamic spiritual values and their Indonesian roots—alongside their down to earth personality—inspired us to create a brand strategy that brought these elements together in a cohesive and memorable new brand.

  • Brand strategy
  • Research & Workshops
  • Visual identity
  • Digital and print communications
  • Marketing materials
  • Website user experience
No items found.
No items found.
No items found.
No items found.
No items found.
No items found.


“The decision that I made to rebrand HIJUP with Gould Studio was the best decision. The brand is not just a logo, it reminds us of our fundamental values. This new approach is a clear reminder that HIJUP as an online platform is not just selling products, but we hope that what we do is with the intention of seeking peace through guidance of the Divine. Partnering with Gould Studio is the beginning of our branding journey, who have given us the foundational clarity to become the best version of ourselves. InshaAllah. Wishing barakah for Gould Studio!”
Diajeng Lestari – CEO & Founder, HIJUP
Related projects

Let's work together

Get in contact  →