YEAR:
2024
NAME:
BLU NILE
INDUSTRY:
BEAUTY
PROJECT:
BRANDING
THE CHALLENGE
Blu Nile sought a design that would encapsulate the essence of ancient Egyptian rituals while feeling effortlessly modern and refined. The goal was to create a visual system that felt like a quiet tribute to timeless beauty — one that didn’t need to try too hard to make an impact.
THE SOLUTION
The design process began with a highly custom wordmark, inspired by the raw elegance of papyrus writings and stone engravings. The typography, featuring an edgy, italic chancery font, evokes the essence of handwritten notes from another era, adding a subtle yet intentional edge.
A key visual element is the x-ray scan of a lotus flower, chosen to reflect the brand’s deep connection to rebirth, spirituality, and Egyptian heritage. This stripped-back, raw imagery transforms the lotus into a modern artifact — bridging the past and present seamlessly.
Everything else in the design is intentionally minimal, ensuring the label feels like it has always belonged — rooted in history, yet effortlessly relevant.
The final result is an understated yet deeply intentional design that elevates Blu Nile’s brand narrative. It speaks to consumers who appreciate both the luxury of simplicity and the depth of ancient traditions, making Lotus Oil not just a product, but a ritual in itself.