Industry
CONSUMER BRANDS
wellness
year: 2024
Scope
Brand refresh, logo suite, Packaging
client: abahna
A study in ritual, scent, and symbol, the reimagined identity for Abahna distills a world of sensory experience into a single, enduring mark. Rooted in the brand’s devotion to bathing as ceremony, the logo was refined to feel both timeless and quietly iconic.
I. Growth Barrier
Abahna had built a loyal following over two decades, earning placement in prestigious retailers, luxury hotels, and homes around the world. Yet its brand presence had begun to feel dated, no longer reflecting the level of sophistication, craftsmanship, and sensory luxury for which the company had become known.
While the products embodied luxury, the customer experience lacked the emotional storytelling needed to communicate Abahna's unique position in the luxury bath and fragrance market. As a result, new customers struggled to fully understand the brand's heritage, philosophy, and the elevated lifestyle behind the products.
The challenge was to refine their brand identity to match the quality of the product.
II. Brand Evolution
Drawing inspiration from the brand's origins in global bathing rituals, we developed a refined brand experience centered around storytelling and sensory immersion.
The new mark carries a sense of origin and journey: a subtle nod to global bathing traditions, to fragrance as memory, to the poetry of water and skin. Stripped back yet intentional, it moves with ease across packaging and digital, anchoring the brand in a language that is at once modern and steeped in ritual.
III. Results
✦ Elevated Abahna's brand identity to better reflect its position within the luxury bath, body, and home fragrance market
✦ Created a more immersive customer experience rooted in storytelling and sensory discovery
✦ Strengthened the connection between brand heritage, product collections, and the customer journey
✦ Established a cohesive visual system that can support future collections, product launches and brand growth
✦ Developed an experience that feels aligned with the quality, craftsmanship, and sophistication of the Abahna brand
