Just Shea, a shea butter based cosmetic brand with the prospect of realigning its brand direction requires a new a identity.

The solution was to dig into the history and the eruption of the brand, give it an African origin(Ghana to be precise) with a global appeal. Our research showed a rather more direct connection to the founder who initially had no idea how to treat her natural hair as a black woman. She correlated it to the fact that she hadn’t discovered who she actually was as a woman of African origin.

Our approach was to take this and channel that energy into the brand theme i.e

Discovering You.