A multilayered beauty company for those who live between worlds.
Context: The founders of Bedouin’s Daughter came to us with the concept for a new beauty brand drawn from their lived experience; hailing from the Middle East, but living in the West. In their social circles was a generation of younger Arab women, both diaspora and domestic, that danced between identities and expectations; often being pressured to conform to one or the other, but being drawn into a space with echoes and inflections of both. We set out to channel this rich territory into a brand that reflected this unique brand muse.
Building on the foundation of the strategy, we gave voice to the hyphenated identity at the centre of Bedouin’s Daughter: “I Will Be, All of Me.” This platform allowed the brand to honor the many aspects of the story in one, simple, confident declaration.
Building on the foundation of the strategy, we gave voice to the hyphenated identity at the centre of Bedouin’s Daughter: “I Will Be, All of Me.” This platform allowed the brand to honor the many aspects of the story in one, simple, confident declaration.
Brand Strategy: We began with a deep immersion in the cultural environment that the brand’s muse lives, works, loves, and explores. The cities, neighbourhoods, artists, and memories that inform their internal taste and compass. The deeper we listened and looked, the clearer the picture became; of a multi-layered identity that truly lived between worlds. Ever-evolving, multi-faceted, and irreducible to the cultural expectations and inputs. This spirit and space became the foundation of the brand.
Creative Direction: As we leaned into the expression of the brand across channels, a single throughline guided our creative decision-making: the idea of multilayered beauty. Embracing texture, nuance, and multiplicity became the mandate, from the bold typography in the brand wordmark, to the incantatory style of the brand writing, all the way through the photographic representations of the brand muse.
Packaging Design: Packaging for Bedouin’s Daughter is quite literally a mirror for the muse. Fully reflective, with accents of color and pops of narrative. Built to catch the light and reflect the faces and environments of those who use it.
