Red Sea Beauty | Brand Identity

Red Sea Beauty is an organic skincare brand that sources ingredients directly from East Africa, attributed to the healing benefits of ingredients that grow near the Red Sea. Salina Tewelde reached out create a brand identity that could bring combine the best parts of Africa and the Red Sea with everyday skincare.

This brand identity mimics the overall theme of the brand- clean, organic and colorful. All the traits we conceptualized for the brand were brought into the identity, each section meticulously created for her, from the organic lettering in the type, to the brand tagline, down to the color palette chosen and named after tributing East African culture.

One of the most influential conversations I had with Salina in the early stages of conceptualizing this brand identity that made this project a priority for me was when we discussed small business owners, specifically Black business owners, and their lack of knowledge (or lack of access to knowledge) on how strong branding can make or break their first year of sales, but because she wasn't even sure who her demo was, it was almost impossible for her to build her business. When I worked on this identity, I was almost always having to find the line between the consumer experience and bringing a client's dream to fruition.

In just under four months, I successfully created a brand identity with 30 pages of content and creative implementation, and happy to say that Red Sea Beauty has been grant-backed and is green-lit to continue on their holiday launch of their first round of products.