asli is an all natural cosmetics range founded by international model, Ashanti Wandia who discovered the cosmetic properties of the herbs and minerals used in the products while growing up on her parents’ farm in Kenya. Her cosmetics range uses natural ingredients such as Witch Hazel, Aloe, Yucca, Shea Butter and Watermelon Fruit extract and is made to be used by all skin tones. We designed an identity system and packaging that asli could utilise, to effectively communicate their values to customers.
The identity draws inspiration from the characteristics of nature and human touch. The logo mark is a stylistic representation of the lines present on the human skin while the soft green pallet was selected to hint at the natural ingredients of the products. Taking into account the future expansion of the asli range, we created a numbered labelling system where the first range is the 100 range, the second the 200 range and so on. This was developed to make it easy for asli consumers to remember and identify which product they use.