I think I’ve really started to find my niche. That’s right ladies and gents, I’m designing for another beauty start up brand. This time, it’s Ajé Skincare by Amena Adage.

Amena’s has mentioned that she has always had problem skin. She tried many products and after many trials and errors, she found that African black soap is the only thing that really calmed her skin.

African black soap is one of those few products that if you know, you know. And if you don’t (like me), you’re like “Huh?” Now because I’ve never heard of this before, I had to do a little digging. For those who know, you can skip the next paragraph.

Black soap or African black soap is “made from the ash of locally harvested [and roasted] plants and barks such as plantain, cocoa pods, palm tree leaves and Shea tree bark… Black soap is traditionally made in west Africa from secret recipes. Different tribes and communities have adopted their own specific (secret) blend of oils and cooking techniques.”(Underwood, 2008)

There has been number benefits attributed to black soap. Black soap can improve uneven kin tones, clears up oily skin, and has antiseptic properties that an aid in healing acne, rashes, eczema and body odour.

Addictive ingredients may vary but the base in often the comment element.

/The Design

Amena had a clear vision that she didn’t want the branding to look like token African patterns or design. She realized how little people knew about this and wanted this brand to appeal to the masses. Even though the product itself says African Black Soap, she didn’t want to be boxed in as an African brand. Amena was clear to mention  (during one of our meetings) that it was a product for everyone.

The concept has always been the idea of earthy, natural, rustic, and I believe that the colour palette we chose really reflect that.

Aje's Colour Story - earth tones

These first draft of sketches varies in so many different ways. Each design has its own feel and story. I design this way because usually one aesthetic stands out more, then I refined.


And after several refinement processes, such as should the accent be flat or angled, thick and thinness, we’ve completed the logo.

Aje Logo in Rosemary colour

The next step is to design the product packaging, photography and complete the website. Stay tune for that!


Underwood, Kristin. (2008, September 4). What is black soap? Retrieved from: http://www.treehugger.com/style/what-is-black-soap.html

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