ABOUT

I was the sole print and surface designer for Genie, Safari Industries' girls' school-bag brand, across five back-to-school seasons (2021–2026).

In 2021 the range was 85% florals — and every one of them said "seven years old". By 2026, one print language carried the same customer from first grade to college: florals that matured instead of disappearing, graphic properties she asked for by name, a muted Korean-led teen and college line, and surface techniques doing the work a graphic used to do.

170+ designs shipped for trade alone, with parallel ranges across five more retail channels. Every print was drawn inside a locked component palette shared across the range, and signed off by me at the factory — ~98% first-round visual accuracy against spec.

Scope: print design · surface & CMF · colour systems · trend direction · production sign-off with factories in India, China and Bangladesh.

Full case study - toobaameer.co.uk