Building a skincare brand from the ground up, where African heritage meets modern performance.

  • We defined AFOKOSKIN's purpose, differentiation and positioning, establishing a brand direction that connects African botanical heritage with modern skincare performance.

  • We developed the brand's creative direction and guided the evolution of its visual identity, collaborating with designers to bring the vision to life.

  • We designed the product packaging and shaped a cohesive physical brand experience that reflects AFOKOSKIN's positioning.

  • We designed and built AFOKOSKIN's Shopify website, integrating brand storytelling, product education and features that support the shopping experience.

01 / THE BRAND & OPPORTUNITY

A new expression of African skincare.

AFOKOSKIN was founded to bring African botanical heritage into a modern, performance-driven skincare experience. Inspired by the founder's discovery of contemporary skincare and her connection to African ingredients, the vision was to create a brand that felt culturally rooted, sophisticated and accessible.

The objective was to build that vision into a cohesive brand, from its positioning and identity to its products, packaging and digital experience.

02 / KEY STRATEGIC DECISIONS

Building a brand with intention, from the first product to the final touchpoint.

01. Establishing a distinct position

We positioned AFOKOSKIN at the intersection of African botanical heritage and modern skincare, creating a brand that celebrates its roots while prioritizing product performance, accessibility and an elevated experience.

02. Translating strategy into identity

We developed a visual direction that balanced cultural influence with contemporary design. As the brand evolved, we refined its messaging, typography, color palette and identity system to create a clearer, more cohesive expression.

03. Creating a cohesive product experience

We carried the brand's positioning into its packaging and product presentation, establishing a recognizable experience across the collection and ensuring the physical products reflected the brand's identity.

04. Designing for connection and commerce

We built the Shopify experience around clear product education, founder storytelling and an intuitive shopping journey, incorporating bundles, reviews and retention features to support the customer experience.

Visual direction: Pair each decision with one relevant asset: brand messaging or moodboard, identity evolution, packaging photography, and a website screenshot. That way, the copy explains the thinking while the visuals demonstrate the execution.

03 / THE OUTCOME

From an idea to an established skincare brand.

AFOKOSKIN grew from a founder-led concept into a revenue-generating skincare business, building a loyal customer community and securing retail opportunities along the way.

The result is a brand with a distinct position, a cohesive identity and an integrated customer experience, supported by a strategic foundation that continues to guide its evolution.

6 Figures

Revenue within 6 months

4,000+

Email subscribers

~$500k

Cumulative revenue

Retail

Placement with Urban Outfitters and Showfields