Rooted in Culture. Powered by Us

For this project, I developed a complete visual identity system and brand guidelines.  The design direction is bold and unapologetic-a reflection of the culture, creativity, and power of Black beauty.

The visual identity includes a custom logo suite (primary wordmark, secondary emblems), a refined color palette featuring warm neutrals and energetic accent tones, and a brand guidelines deck outlining usage to maintain brand tone and identity.  The logomark integrates a cup of chai tea - a nod to the name of the brand and a symbol of the warmth and spice exhibited.

Mockups demonstrate the identity across key brand touchpoints, including social media graphics and physical store signage.  To bring the brand to life, I created mockups that showcase the logo in use with social media graphics, promotional flyers, and other branded materials. Typography choices prioritize clarity and liveliness, while the color usage is carefully balanced to highlight the brand's approachable yet confident personality. This system was designed to be culturally relevant, scalable, and easily applied across any marketing needs.

From concept to execution, this project was rooted in honoring and highlighting the influence of Black women in the beauty industry and reclaiming space through thoughtful and intentional design.