Zaaina: A heritage‑rich clean beauty rebrand built for scale
Zaaina: A heritage‑rich clean beauty rebrand built for scale
In 2022, we met founder Purvi Desai with a simple brief: keep the soul, grow the brand. Zaaina had always been rooted in ritual—natural, non‑toxic skincare shaped by timeless beauty practices and memories of a grandmother’s remedies. What the brand needed was a system that honoured that origin while reading instantly premium on modern shelves and online.
The idea
Not “natural” for its own sake, but performance with provenance. We reframed Zaaina around three truths: handcrafted quality, clean ingredients and a calm, contemporary aesthetic that would feel at home in high‑end retail.
How it came to life
We built a restrained identity and packaging language that let the product—and the story—breathe. A modern wordmark and refined typography sat alongside hand‑illustrated artworks: deeply textural, heritage‑leaning pieces that nod to botanicals and craft without slipping into cliché. A flexible colour system helped a wide range of SKUs stay clear and coherent.
Sustainability informed material choices, with eco‑friendly packaging specified wherever practical. We rounded it out with a practical toolkit—photography direction, content patterns and assets—that made the new brand easy to use across e‑commerce, wholesale and social.
What changed
The refresh did what it needed to do: Zaaina felt elevated without losing itself. The brand strengthened its direct‑to‑consumer presence and expanded into new retail channels, with placements including Costco rotations and Uncommon Goods online. Distribution breadth increased, and so did recognition: the line now merchandises cleanly, reads premium at a glance and carries its story consistently from pack to product page.
Results at a glance
2022 rebrand guided by performance‑with‑provenance positioning
Streamlined packaging system across an extensive range
Expanded retail footprint (including Costco and Uncommon Goods)
Stronger DTC presentation and content toolkit
Design longevity: a minimalist system that builds recognition and trust
Why it worked
Clarity and restraint. The visual language is confident but quiet, giving space to texture, craft and colour while keeping navigation effortless. It’s a brand you want on your counter as much as in your cart.
Client words
“We had the absolute pleasure of working with We Are Purpose to rebrand our entire line. They understood our values and mission and delivered the modern, minimalist look we were striving for—we were amazed at how well they captured our thinking and brought the design to life on the first shot. We Are Purpose has become part of our extended team as we grow our brand.”
Purvi Desai, Founder, Zaaina
Services
Brand strategy, identity, packaging design system, illustration, e‑commerce toolkit, art direction.
Credits
Client: Zaaina
Founder: Purvi Desai
Agency: We Are Purpose