THE CHALLENGE —

I was briefed to create a visual identity for a luxury skincare brand inspired by the founder’s Moroccan heritage. The founder of the brand was looking for a different point of view on beauty that would make the brand stand out from the crowd where whites and pastels were prevailing.

Looking for an authentic feel, we found a lot of inspiration in Moroccan codes that go deeper than the surface level. Rich colors, craftsmanship and a very unique understanding of beauty became a foundation of the brand, guiding visual identity process and strategy.

VISUAL IDENTITY —

Elegant and curvy lines of Arabic calligraphy inspired the logotype which was designed to be modern yet with a wink to the brand’s main inspiration.

Secondary graphics of the brand are inspired by the “zellige” — old Moroccan mosaics made of tiles. Mosaics were “deconstructed”, where individual tile shapes were turned into graphic elements of the brand.

At the heart of Morocccan aesthetics there are a lot of very earthy, muted colors and scuffed, worn out textures. Both inspired brand color palette, with the main color being terracotta.

My Role — 

Naming
Brand Identity and Strategy
Packaging Design
Art Direction
Photography and Video
Web and Digital Design
Print Ads

PACKAGING DESIGN —

The rounded shape of the Tassa bowl, widely used by Moroccan women in Hamamms (baths), inspired the jars' shape. Initial portfolio of the brand included 6 families with different benefits, named after the most famous Moroccan locations (Marrakech, Atlas, Oasis, etc) and got clear navigation with colorful iconography.

With sensoriality and tactile feeling being non-negotiables for the brand we chose custom micro-embossed paper in terraccota color for the secondary packaging.

ART DIRECTION —

Being inspired by the sun-kissed lands, brands’ photography is full of bright light with an outdoorsy look and feel. Natural beauty, sun-drenched vibe, and inner glow are the staples of the brand visuals.

Product photography pays homage to Moroccan craftsmanship, styled in an abstract way with a lighting imitating sun rays.

Photography: Louis Christopher, Agata Pospieszynska, Aurelie Graillot, Piotr Stolkosa, Joshua Pestka