Chel Tikeh is a system for Transformation in the brand’s value chain and transformable product by dint of Sustainable Development Goals and Luxury Industry.

Role & Responsibilities :

User research

Conceptualization

Art Direction

After two years of research related to sustainability in the luxury industry and the publication of my book (Roluxion), I decided to cooperate with my team and the Sahar Jabrin brand to develop a system to create a change in the brand. Of course, the final result was much more than the initial idea, which was a balance between sustainability and luxury.

In our research, we had lots of interviews with people from different nationalities around the world, we asked them if they knew the SDGs or were interested in a sustainable lifestyle. And how much do they care about their consumption impacts? The majority of people didn’t know about sustainable development goals. The ones that heard a little about them found them boring and they don’t think about them as a priority.
So sustainable consumption and production need behaviour change. We need to raise awareness about SDGs how might we create a sustainable consumption and production community with an educational perspective for end-users to raise awareness about SDGs?

Chel Tikeh