RXM Creative

NOUKK uses an innovative process to separate the fine undercoat from coarse camel hair as the basis for producing sustainable, luxurious textiles. The branding agency RXM, based in New York, took inspiration from the desert colour palette to build the NOUKK brand identity. The clever logotype traces the silhouette of a camel, thus combining the brand’s origin with distinctive elegance.

Interview with Raul Mandru and Mihai Botarel

Red Dot: What is at the core of your design concept?

We were asked to create a brand identity for NOUKK, the first luxury textile brand to make products from sustainably sourced Arabian camel hair. Transformation was at the core of the idea – as was telling the story of how an overlooked material is refined through design, and how the heritage of the desert is honoured.

How is this reflected in the brand identity?

The design balances minimalism with meaning. All details – from the camel-shaped monogram to the desert-inspired palette – reinforce the idea. It was also important to create an identity that works effortlessly across packaging, digital platforms and product touchpoints, while evoking warmth, elegance and authenticity.

Tell us more about the typographic design, especially the logo.

The logo is a custom logotype, with the letter “N” forming a subtle silhouette of a camel. Rather than being a decorative gesture, this embodies the essence of the brand. The use of a sleek, modern sans serif with elegant serif headlines has a timeless and luxurious feel, and it also reflects NOUKK’s positioning between heritage and innovation.

Are there any other Arabian culture influences in your design?

The name “NOUKK” comes from the Arabic word for a female camel, so the brand is deeply rooted in local culture. We were also struck by the quality of the light, and by how the crisp blue sky contrasts beautifully with the golden sand. That interplay inspired our colour palette. The brand additionally reflects Arabian values such as respect for nature, community and understated elegance.

Has the feedback been positive?

I’d say the figures speak for themselves. For example, we had 700 per cent growth in social media followers. But what makes us most proud is the human response. People have actually been applying for jobs because the branding inspired them to join the company. There have also been positive changes in the communities where the camel hair is sourced, because their work is being recognised globally for the first time – not as folklore, but as high-quality craftsmanship.