Hadiya is a Nigerian natural skincare brand committed to crafting affordable, scientifically backed skincare solutions that prioritize skin health. Known for their effective formulations that target acne, hyperpigmentation, dark spots, and more, without bleaching, Hadiya needed a brand identity that reflected their growth, values, and bold mission.
My goal was to redesign Hadiya’s brand identity to visually communicate their essence: minimal, mature, and modern. The rebrand centered around building trust and confidence through a clean, elevated aesthetic that matches the care they put into every product.
Design Objectives
Refresh the visual identity to align with Hadiya’s evolving mission.
Communicate the brand’s scientific credibility and natural formulation approach.
Design a look that’s calm, minimal, and welcoming to a broad range of skin types and tones.
Ensure consistency across packaging, digital touchpoints, and brand collateral.
The Logo
The logo is a custom wordmark, designed with a sophisticated serif typeface that embodies:
Minimalism, through its clean and restrained forms
Maturity, reflected in the timeless elegance of the letterforms
Modernity, through subtle, contemporary detailing in spacing and stroke balance
This typographic logo not only reinforces Hadiya’s emphasis on simplicity but also speaks to the quiet confidence of a brand that understands skin deeply and scientifically.
Color Palette
The color choices reflect warmth, calm, and a connection to natural elements:
French Puce (#EBC8A2): A soft, earthy tone that evokes warmth, care, and subtle luxury.
Desert Sand (#FAFAFF): A near-white neutral that provides clarity and calm, ideal for clean layouts and product display.
Ghost White (#6C8611): A muted green accent that hints at nature, growth, and balance, echoing the PH-balanced philosophy of Hadiya’s formulations.
Together, these tones create a grounded, approachable aesthetic that appeals to the brand’s broad audience while maintaining a premium feel.
Execution
In addition to the logo and color direction, the rebrand included:
Packaging mockups for core face product lines
Brand pattern development for marketing collateral
Typography hierarchy for product labels, web, and print usage
Guidelines to maintain consistency across future brand materials
Rebrand announcement video - (Motion Design and Video Editing)
Impact
The rebrand helped reposition Hadiya as a mature, trustworthy skincare authority, one that combines the best of nature and science. The new identity has contributed to increased engagement on social platforms, better shelf recognition, and a stronger connection with customers seeking effective skincare that doesn’t compromise.
