I was assigned to design/redesign an identity for any company within any field of my choosing. The new identity and its accompanying visual system needed to establish the chosen company as a leader within their respective sector, while appropriately conveying the company’s mission statement and values.
SofiShea Moisturizers, Inc. is a re-brand of the popular natural hair and body care line SheaMoisture™. Based in New York, SheaMoisture™ provides high quality body care products that are 100% natural, ethically produced, and are not tested on animals. I strongly felt they needed a new identity system that would properly match the high level quality of their products.
This is the current name and identity that Shea Moisture is currently using.
The new name and identity design for Shea Moisture ties in the legacy of the founder's grandmother, Sofi Tucker who began the business in the early 20th century. The symbol is derived from the West African "Adinkra" symbol for the Adwera plant which symbolizes Purity, Good Fortune, and Cleanliness.
