Search GDUSA


The nation’s most popular news source for graphic design business, ideas, and opportunities.

Graphic Design News Ideas Portfolio Chen Resurrects Soul Of Natural Beauty Brand

Chen Resurrects Soul Of Natural Beauty Brand

Chen Design Associates uses minimal illustration to express natural beauty company Alaffia’s personality through brand identity and packaging.

Alaffia, creators of fair trade body and hair care products, has a mission to empower women’s futures and entire communities in Togo, West Africa. But their in-store shelf presence and market share were overshadowed by better-branded competitors in the natural beauty space. Chen Design Associates was tasked to “bring back the soul” of the Alaffia brand through identity and packaging. The solution: a “Modern Africa” direction that stands out on the shelf and, explain the designers, respects viewers’ intelligence and references African symbology abstractly rather than borrowing from it directly.

ALAFFIA-SYSTEM-PRODUCTS@2X

Chen Design united six different collections — each with distinct audiences, multiple lines and scents — cohesively under one parent brand. The team developed an expandable color coding and iconography system which allows member of the family to represent what the brand stands for while expressing its own personality.

ALAFFIA-HERO-PRODUCTS@2X

Chen Design also created the supportive tagline —  Made with love and respect — that speaks directly to Alaffia’s core values.

GDUSA NEWSLETTER
Stay up-to-date with the latest in graphic design news
GOT NEWS?
Share the latest in trends, job transitions, and exciting innovations
The LATEST

See More Features >

MORE Like This

Google’s New Logo Joins Trend To Gradients

The company has changed its logo for the first time in nearly a decade ...

A Tribute to Randy Fossano of Premier Communications Group

Randy Fossano started Premier Communication Group over 43 years ago. Now his son, Mike, who worked alongside him, is carrying ...

We Want To Hear From You!

Thank you for your time in responding to GDUSA's 2025 Graphic Design Digital Survey. These questions help us and our ...
Cookie policy

We use our own and third party cookies to allow us to understand how the site is used and to support our marketing campaigns. Learn more.

2025 Annual Digital Design Survey

Skip to content