Zuresh
Client : Chatham University MA Interdisciplinary Design Program
Sector: Beauty
Role: Brand Designer + Thesis Candidate
Tools: Adobe Illustrator + Adobe Photoshop
Zuresh is a Black female-owned natural hair care company based in North Carolina. In 2001, its founder, Mia, created Zuresh to relieve the symptoms of Lupus, an autoimmune disease that attacks body tissue and organs. Those who suffer from Lupus often have adverse reactions to additives and chemicals in soaps and shampoos that cause flair-ups and extreme discomfort. When it came time to choose a thesis topic for my masters program, I decided to rebrand Zuresh to create a brand identity that focuses on the natural healing power of these products, elevating to a luxury brand while raising awareness for Lupus.
Zuresh is well-known for its amazing effects on users' hair and skin, with some believing it has healing properties. To highlight this healing aspect, we used apothecary bottles for packaging. This makes the products stand out on the shelves and provides beautiful decor for one's bathroom. For safety reasons, we opted for solid plastic bottles instead of glass in case of accidental slips and falls. We want to maintain the original logo's "homegrown" feel, so we incorporated similar details and kept the tagline "Natural Products Emporium." We updated the leaf element and positioned it behind the logo, placing the tagline above "Zuresh" in an arched layout, further enhancing the old apothecary aesthetic.
Zuresh caters to Black women, so showcasing Black women with natural hairstyles on social media is vital to the brand. All hair is good hair.
With this project being for school, we contacted Zuresh to donate the complete branding identity, but unfortunately, they declined. Regardless, please show your support for the brand by visiting their website here. I personally love the deep and purifying conditioner.