Jasmine is a new beauty brand that wants to help young Nigerians be more confident through beauty.
I designed their logo, brand identity, and packaging for their first product.

To get to the core of the brand I interviewed its founder. During our talks a few words were popping up frequently. I took note of them and used them to create a creative brief. They were my guiding light throughout my design process.

The Brief: design a logo, packaging and brand identity that feels refined without sacrificing the brands youthful, loving and confident personality.

I created the word mark first. I set it in Sporting Grotesque.
Sporting Grotesque is fun, playful, and loose. Its "imperfect" but it doesn't care, this is what confidence is to me.
It has calligraphic influences that make it look and feel natural.
I also replaced the tittle in the "j" and "i" to a heart and a drop.

Icon
Next i designed the icon. Its a bee with hearts for wings representing love and a drop representing the liquid nature of the products.
I borrowed shapes from the word-mark so that they look good together
Bees are from nature so this felt like the natural choice.

I designed the packaging next, I used a good amount of space so that it felt premium. I used americana on the packaging because it pairs well with sporting grotesque and feels sophisticated.

Work Sans is the lead doing most of the work in this identity. Americana is the backup singer complimenting Work Sans with its sophisticated voice.

Work Sans has a lot of things going for it: It has a lot of weights, it looks like Sporting Grotesque but without the calligraphic influence so it's more legible at smaller sizes, it's also free like Sporting Grotesque.

A range of purples are used in the identity, paired with one bright yellow for contrast, to make the designs more lively.
I made the colour pallet to feel fun and youthful.

Lets talk about your project.

Email me! akokunsanya@gmail.com

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