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

The enchanting rebirth of Zaaina marks a new beginning for Arizona's cherished brand.⁠⁠ Our creative strategy and rebrand have re-energized Zaaina for its next chapter. ⁠

The Arizona-based skincare company offers natural, non-toxic skincare inspired by timeless global beauty secrets. Founder Purvi, influenced by Indian traditions and her grandmother’s homemade remedies, creates luxurious, effective products.

Zaaina Skincare has experienced significant growth since its rebranding, primarily driven by a refreshed brand identity that emphasises its core values of natural, handcrafted, and cruelty-free products. This rebranding has helped Zaaina connect more deeply with consumers, prioritising natural and ethical beauty products.

the rebranding has allowed Zaaina to expand its presence in various retail channels, including online platforms and physical stores like Costco and Uncommon Goods. This broader distribution network has significantly boosted the brand’s visibility and accessibility, contributing to its overall growth

Services Provided
— Visual Identity ⁠
— Supporting Secondary Identities ⁠
— Brand Design and Brand Bible⁠
— Packaging⁠ Design
— Illustration
— Handcrafted painting⁠

Client Location
— United States

Market Reach
— Global

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

Project Links
– www.zaaina.com
– Instagram

The rebranding goal was to elevate Zaaina’s identity, emphasising its cultural heritage and commitment to clean beauty. The refresh created a brand with a modern minimalist feel, updated the logo, enhanced the packaging with eco-friendly materials, and improved marketing assets. The result is a sophisticated, memorable brand honouring its roots and appealing to high-end customers.

The simplicity of the brand aesthetic offers strength and allows the client to build brand recognition and consistency, which was missing in their original branding.

The hand-illustrated paintings are deeply textural and rooted in a heritage feel, with a modern twist, that subtly offers a connection to the natural ethos of the brand through texture and handcrafted attributes. The colourways change for each product within the extensive range of Zaaina's creations.

Emphasizing wellness, joy, and positivity, this sophisticated brand delivers effective products for body, mind, and soul, capturing a sense of relaxing, luxurious self-care while honouring its roots.

Imagery of packaging courtesy of Zaaina

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.
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.
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.

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.