Mama Ghassoul

Mama Ghassoul debuted on Tik Tok with homemade skin care and, more recently, hair products based on the beauty secrets rooted in rich Berber traditions. To launch the brand and the further developed product range 'a new era of beauty', our studio was asked to provide shape and color. The beauty rituals of Berber women, which have proven their benefits for centuries, are still relevant today and were our starting point for the positioning. “These times require the power of rituals, positivity and connection – with yourself and others.” By the way, Ghassoul means “beautiful” in Berber and is pronounced “rasoul”. The brand represents a celebration of the nature, empowerment and cultural heritage of the Amazigh people: a Berber tribe from Morocco who have always cherished the warmth of their culture, beauty, discipline and rituals. We decided not to create illustrations but opted for a more typographical approach to the design of the product labels as this better represents the Islamic values of the brand. With the aim of integrating the Tifinagh alphabet and the Berber language into the design, we chose a font created by Walid Bouchouchi, the founder of the graphic design studio Akakir. His design of the typography of the Tifinagh alphabet is a beautiful bridge between Latin, Arabic and the phonetic Tifinagh typography. We designed a system of product labels in 3 categories: Face Body and Hair for day and night care. For founder Leyla Guetbach, it was important to create a brand that makes the wisdom of a Berber woman accessible to the general public. “Morocco has taught me that beauty is not just about how you look, but also about how you feel.” We have lovingly worked on this beautiful rebrand and believe it is destined to fill a gap in the market because it addresses an urgent insight: namely that beauty has become “all head and no heart” in the beauty industry. Mama Ghassoul's goal is to offer an alternative solution to this cold perspective of beauty. Namely functional and pharmaceutical-like remedies with “proven” effectiveness: versus the tradition of nature, ritual, connection - redefined and giving it a place in our modern to live. 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 little ancestral wisdom into your routine.