Âme is a jewellery brand launched by the department store Fifly One East in Doha, Qatar. The core idea behind Âme is the soul as a formless spirit in motion, undefinable yet very alive, without permanent shape yet very vivid - the true essence of a person.

The jewellery brand was inspired by two legendary women of the Belle Epoque who revolutionised Paris with their unique creative spirit - the Margain-Lacroix who abandoned the corset for the female dress revealing true curves of a woman’s body, and LoÏe Fuller and her staggering show “Serpentine Dance” - a creation of beautiful fluid movement and dance with long robes and revolutionary lighting.

The visual identity aimed to capture this shapeless essence in motion in its free-moving curves at core. The branding shape language is equally inspired by the beautiful curviness of a woman body, and the softness and gentleness that is symbolises on a metaphorical level.