Work / Case 01 of 05
BASTI. Beauty, rooted in renewal.
A modern Egyptian beauty house. We built the brand end to end: the identity, a seven-product range, campaigns in English and Arabic, retail, print, content and the website.
Brand concept How to read this case study
Designed by us
Every logo, colour, type choice, layout and screen shown here is our original design work for this brand: identity, packaging, campaign, Arabic adaptation, content, website, retail and print.
Visualised
Photography, people, interiors and out-of-home placements are concept visualisations, some made with AI, to show the identity in use. They are not live campaigns.
The lotus, the goddess and the B.
Ancient Egyptian beauty was bound up with nature and ritual. At its centre sat the lotus, which closes at night and blooms again each morning: a daily symbol of renewal.
The name points to Bastet, goddess of protection and new life. The brand carries her qualities, protection, femininity and vitality, without depicting her.
The mark turns the lotus's blooming structure into a contemporary B, where Egyptian botanical heritage meets modern skincare.
The default we defiedHeritage beauty usually means literal pharaonic imagery. BASTI takes the essence, not the costume.
The mark
One symbol, three lock-ups. The lotus B works alone at small sizes and pairs with the wordmark for packaging, signage and print.
Colour and type
A palette taken from lapis, gold and temple linen. Albertus Nova carries the English; a matching Arabic display face carries the Arabic.
Mystery, protection, depth
Royalty, spirituality, heritage
Luxury, legacy, craftsmanship
Radiance, energy, divine light
Purity, calm, ritual
Seven lives. Seven rituals.
Seven products, one for each of the cat's lives, in ivory vessels traced with gold lotus lines.
- PurifyCleansing gel
- AwakenFace mist toner
- RestoreFace cream
- NourishBody cream
- IlluminateGlow elixir
- ProtectBody oil
- RenewScented candle
Campaign
One idea across windows, transit, lobbies and billboards: ancient ritual, modern skin.
In Arabic
Written for the region rather than translated into it.
Content
Vertical films for Reels and TikTok, from creator-style reviews to a retro TV spot.
Website
An e-commerce site built around the seven rituals.
Retail and print
The details customers hold: cards, seals, bags and embossed gold.
Results
This is a brand concept, so there are no live results to report yet. When the brand launches, we will publish its results here, each one labelled Confirmed, Claimed or Inferred so you know exactly how far to trust it.