Zaaina Conscious Beauty

Close-up of two women with natural beauty, one with curly hair and the other with straight reddish-brown hair, gazing at each other. The image has a warm tone and the word 'ZAINA' with the subtitle 'Conscious Beauty' overlaid.
A cylindrical container of Zaina Moisturizing Heel Balm with a beige color, placed on a marble coaster. Next to the container are pinkish dried flowers and a folded light pink cloth.

Project Description

Zaaina — Global Skincare Branding & Packaging Design

A heritage-rich clean beauty brand, reimagined for modern retail and global growth.

We partnered with US-based skincare brand Zaaina to reposition and redesign the brand — creating a refined identity and packaging system that honours its origins while supporting expansion across digital and physical retail channels.

Zaaina was founded on deeply personal roots — inspired by traditional beauty rituals and natural, handcrafted formulations passed down through generations.

While the product was strong, the brand lacked the clarity and cohesion needed to compete in an increasingly sophisticated clean beauty market.

The opportunity was to:

  • elevate the brand without losing its soul

  • improve clarity across a growing product range

  • create a system that could scale across retail and eCommerce

  • position the brand for premium, global distribution

Services Provided
– Brand Strategy & Positioning
– Visual Identity System
– Packaging Design System
– Illustration & Art Direction
– Brand Guidelines
– eCommerce Toolkit

Client Location
— United States

Market Reach
— Global

Retail Partners
— Costco
— Uncommongoods
— 1800flowers
— West Elm
— Etsy
— Amazon

Project Links
– www.zaaina.com
– Instagram

Repositioning the Brand

Our strategic approach centred on a simple but powerful idea:
performance with provenance.

Rather than leaning into generic “natural” aesthetics, we reframed Zaaina as a brand defined by:

  • handcrafted quality

  • ingredient integrity

  • quiet, confident luxury

This repositioning allowed the brand to move from niche to mainstream premium — without losing its authenticity.

Six boxes of ZAWINA face and body soap bars arranged in a pyramid and leaning on a surface, with a plain light gray background.
Framed photograph of a woman softly touching her knee, placed on a white surface with a small candle in front and a dried branch on the left. The photograph has the label 'ZAHNA' in the bottom right corner.
Set of skincare products including moisturizing heel and hand balms by ZAINA, with the heel balm in a tall white cylindrical container and the hand balm in a smaller similar container, both accompanied by matching boxes on a minimal surface.

Identity & Packaging System

The visual identity was designed with restraint — allowing the product and story to breathe.

We developed:

  • a refined, modern wordmark

  • a minimalist typographic system

  • a flexible colour architecture across SKUs

  • a cohesive packaging framework for a growing range

At the heart of the system are hand-illustrated artworks — deeply textural, expressive and rooted in heritage.

These illustrations:

  • reference botanical ingredients and craft

  • introduce warmth and tactility

  • differentiate the brand in a crowded category

The balance of minimal structure and rich texture creates a brand that feels both elevated and human.

Three scented soy candles in amber glass jars with black lids, labeled "Indulgent Rose," "Calming Lavender," and "Sandalwood + Patchouli," arranged on a beige rectangular platform against a plain gray background.
Bottle of ZAINA Extra Glow Face Serum with packaging on a white marble tray, decorated with branches and ivory-colored leaves, against a plain gray background.
A jar and box of Sandalwood and Patchouli soy candle by ZAINA on a neutral surface, with a light fabric and pink cloth in the background.

Designing for Retail & Scale

The packaging system was designed to perform across multiple environments:

  • eCommerce

  • boutique retail

  • large-scale distribution

Clarity and navigation were key:

  • colour supports product differentiation

  • typography ensures readability at pace

  • layout creates strong shelf presence

Sustainability also informed material choices, with eco-conscious packaging specified wherever possible.

A rectangular box with a light-colored, possibly metallic or matte finish, featuring the word 'TANNN' printed on the top and small text that reads 'CONSCIOUS BEAUTY' on the side. The box is placed on a textured, gray surface.

Sophisticated branding and packaging that elevates the Zaaina brand to drive connection.

Global Collaboration

This project reflects our ability to work seamlessly with international clients.

Based in Australia, we collaborated closely with Zaaina’s US team — delivering a complete brand system across time zones, channels and markets.

Our process ensured:

  • clear communication and alignment

  • efficient decision-making

  • consistency across all outputs

This model continues to support clients across the US and beyond.

Skincare and self-care products including a face and body soap bar, lavender soy candle, moisturizing heel balm, hydrating face mist, and facial oil bottles arranged on a marble tray.
Six boxes of kids natural soap bars with playful animal illustrations, including a cat, dog, monkey, frog, and elephant on a white surface.
Close-up of two hands with natural nails, palms down on a beige surface, with the words "CONSCIOUS BEAUTY" curved below.

We had the absolute pleasure of working with “We Are Purpose” to rebrand our entire line of products. They are highly creative and have a strong understanding of design principles and can effectively communicate their creative vision.

The entire process was very methodical, to understand our brand vision, audience, and requirements to comprehend them in our brand bible. We Are Purpose understood our company’s values and mission and delivered the modern and minimalist look that we strived for. We were just quite 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 and are looking forward to the partnership as we grow our brand. We highly recommend We Are Purpose for any design project and are confident that they will work tirelessly to bring your vision to life.

Purvi Desai - Creator and Director Zaaina

Text on a wall reads 'Z CONSCIOUS BEAUTY' in light-colored letters on a gray background.
A beige jar of ZIMVIA moisturizing hand balm with a lid, showing the product inside. The label indicates it is for intensive therapy, 1.7 oz or 50g, made with clean ingredients.
Six business cards arranged in two columns on beige background. The cards have minimalist designs with black text, some feature shadowy floral images, and others have the brand name 'ZAINA' and contact information.
A scented candle named 'Indulgent Rose' by ZAINA in a glass jar with black lid, placed next to its pink and white packaging box, with both displaying product details.
Abstract background with overlapping textured squares in earth tones and pastel colors, with the words 'Conscious Beauty' arranged in an arc in the center.
Luxury skincare gift box with candles, face mist, moisturizers, soap bars, and serum bottles arranged on shredded paper inside a white box.

The Outcome

The rebrand positioned Zaaina for significant growth across both direct-to-consumer and retail channels.

The result:

  • a cohesive, scalable brand system

  • stronger shelf presence and product clarity

  • expanded retail distribution

  • increased brand recognition and consistency

Zaaina is now stocked across major platforms and retailers including Costco, Uncommon Goods and leading online marketplaces.

Why It Worked

Clarity and restraint.

By simplifying the visual language and strengthening the strategic foundation, the brand now communicates instantly — while still carrying depth, story and authenticity.

It’s a system designed not just for launch, but for long-term growth.

Ready to move your brand forward?

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