Mama Ghassoul debuted on TikTok with homemade skincare and, more recently, hair products based on beauty secrets rooted in rich Berber traditions. Our studio was commissioned to shape the visual identity and color palette for the launch of the brand and its expanded product range, marking "a new era of beauty."

The beauty rituals of Berber women, which have proven their benefits for centuries, remain relevant today and served as our starting point for the brand positioning. "These times call for the power of rituals, positivity, and connection—with yourself and others." Incidentally, "Ghassoul" means "clean" in Berber and is pronounced "ra-sool." The brand celebrates nature, empowerment, and the cultural heritage of the Amazigh people: a Berber tribe from Morocco that has always cherished the warmth of their culture, beauty, discipline, and rituals.

We decided against using illustrations, opting instead for a more typographic approach to the product label design, as this better represents the brand's Islamic values. With the goal of integrating the Tifinagh alphabet and the Berber language into the design, we chose a typeface created by Walid Bouchouchi, founder of the graphic design studio Akakir. His typography for the Tifinagh alphabet serves as a beautiful bridge between Latin, Arabic, and phonetic Tifinagh scripts. We designed a system of product labels across three categories: Face, Body, and Hair, for both day and night care. For founder Leyla Guetbach, it was important to create a brand that makes the wisdom of Berber women accessible to a wider audience. "Morocco taught me that beauty isn't just about how you look, but also about how you feel."

We worked on this beautiful rebrand with great love and believe it is destined to fill a gap in the market by addressing a pressing insight: that beauty in the industry has become "all head and no heart." Mama Ghassoul aims to offer an alternative to this cold perspective on beauty—namely, functional and pharmaceutical-looking products with "proven" effectiveness—by championing the tradition of nature, ritual, and connection, redefined and integrated into our modern lives. Passed down from generation to generation by her ancestors, she developed every Mama Ghassoul product herself: a celebration of self-love, self-care, and a sacred ritual that brings a touch of ancestral wisdom into your routine.