YA-SIN CHAHIMI

Ya-sin Chahimi’s eponymous beard grooming brand plays with male beauty and cultural in-betweenness, layering family photos and images from Moroccan argan oil plantations with reduced typography and off-the-shelf packaging. Pushing the notions of masculinity and persona to the point where the brand playfully mocks traditional beauty communication, the identity positions Ya-sin Chahimi as a distinct alternative in a saturated beard grooming market.

Brand identity
Packaging design
Photo art direction
Product communication