Content.

BRAND IDENTITY
02 Brand
• Our Mission
• Our Vision
• Our Values
03 Brand Story
04 Brand Promise & Taglines
05 Brand Attributes
06 Brand Persona

BRAND LOGO
08 Introduction
09 Unacceptable Usage
10 Minimum Requirements

BRAND COLOURS
12 Colour Palette

BRAND TYPOGRAHY
14 Typefaces

SOCIAL MEDIA
STYLING
18 Overview
19 Product Shoot
20 Application-on-hand Shoot
21 Backdrop and Texture
Mood Board

This guide will give you an understanding of the Zahara’s identity and an overview of the key elements used when applying the
identity. If you have any questions about the guidelines or require any files, please reach out to our Marketing and
Communications team at amira@zahara.com.
 Brand
Identity.
02 Brand
• Our Mission
• Our Vision
• Our Values
03 Brand Story
04 Brand Promise & Taglines
05 Brand Attributes
06 Brand Persona
 OUR VISION

To inspire women worldwide to be their best self.

OUR MISSION

Empowering women to make their well-being a priority.

O U R VA L U E S

We are Independent
We stay true to our identity, carving our own path instead of following traditions or trends.

We are Embracing
We not only believe in having a personal connection with our customers,
but also in creating a community of women who inspire and support one another.

We are Conscientious
We put the well-being of our customers first, providing best-in-class products
that are made in Europe, cruelty-free and vegan.

We are Inclusive
We believe beauty is universal and ensure to communicate
that our products are available for all regardless of race or religion.

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 OUR BRAND STORY
Zahara is a beauty brand that empowers women to make
well-being a priority. We live to create products that not only
have amazing benefits for your nails and skin, but are also
high-performing so you’ll stay on top of your beauty game.

MORE THAN NAIL POLISHES

We celebrate women putting themselves first - their dreams,
their well-being and their beliefs. It’s not about meeting the
expectations of others, but to carve our own paths and to live
life on our own terms. This ethos is reflected in our diverse
#ZaharaWarrior tribe of strong and confident women, who
inspire and are inspired by one another.

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 BRAND PROMISE

WHAT ? The only beauty brand

HOW? that makes clean & high-performing beauty products
WHO? for forward-thinking and driven women
WHERE? worldwide
WHY? who want to put themselves first
WHEN? in an era of female empowerment

B R A N D TA G L I N E S

Put yourself first.

You choose beauty for you.

The most important relationship you can have is with yourself.

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BRAND
AT T R I B U T E S

We are

CONFIDENT
THOUGHTFUL
WA R M
C O N V E R S AT I O N A L
I N F O R M AT I V E
CLASSY
PA S S I O N AT E
TRUSTWORTHY
ALLURING

We are not

A U T H O R I TAT I V E
CHEERFUL
C O N S E R VAT I V E
EDGY
P L AY F U L
PROFESSIONAL
QUIRKY
WITTY
UNAPOLOGETIC

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 BRAND
PERSONA

MEET AMELIA.

Demographic

Late 20s Classy & elegant Informed about

socio-political issues
Entrepreneur Owns a condominum
Passionate about
Travels all the time Works out weekly female empowerment

Psychographic

Knows what she wants in life Ignores negative voices

Looks after her body and mind Determines her own self-worth

Doesn’t try to please everyone

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 Brand
Logo.
08 Introduction
09 Unacceptable Usage
10 Minimum Requirements
 LOGO:
INTRODUCTION

Zahara logo is designed to look modern with a hint of tradition, and elegant yet confident. The logo is
set in gloss stamp. However, white and black versions can be used if it improves visibility. This logo
should be used on all communications.

FOIL STAMP If foil stamp unavailable,

Matte Rose Gold use any of the pantone brand colours

Black Version: White Version:

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LOGO:
U N A C C E P TA B L E U S A G E

The Zahara logo should not be altered or applied in any of the ways illustrated below.

Do not skew, distort, or modify the logo in any way.

Do not alter the colour or apply more than 1 colour to the logo

Do not use the logo as a clipping mask or apply effects and backgrounds

Do not use the logo’s exclusion zone as a box / frame or cut off the logo

These are some examples of unacceptable usage of our logo.

The logo must always appear in the correct colours on appropriate backgrounds and remain
intact and legible at all times.

Always use sensible discretion and adhere to our brand guidelines when applying our logo on
any collateral.

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 LOGO:
MINIMUM REQUIREMENTS

To ensure that our logo is clearly visible in all applications, sufficient clear space is required - free of
type, graphics, and other elements that might cause visual clutter - to maximize the recognition and
impact of the identity. To ensure the integrity and legibility of the logo lock-up, the area directly
surrounding the logo should be protected. A clear space of the height from the letter ‘A’ of the Logotype
should be maintained.

There are no predetermined sizes for the logo. Scale and proportion should be determined by
the available space, aesthetics, function and visibility. There is no preset maximum size for the
logo. The minimum size for print is 25mm width and for digital uses is 80 pixels width.

Print: Digital:

25mm 80 pixel

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 Brand
Colours.
12 Colour Palette
13 Background Colours Mood Board
 COLOUR
PA L E T T E

Zahara colour platte is light and feminine to reflect elegance and confidence.

White Rice - Pantone 7528 U

C0 M0 Y0 K0 C16 M19 Y18 K0
R255 G255 B255 R212 G198 B195
#FFFFFF #D4C6C3

Dusty Pink - Pantone 500 U Neutral Black U

C26 M51 Y36 K1 C63 M59 Y61 K41
R189 G138 B141 R77 G72 B69
#BD8A8D #4D4845

Never generate or create your own colours. Always refer to the brand colours provided to ensure
impactful and consistent applications of the brand. Ensure that colours are matched with their Pantone
PMS codes during production to maintain colour accuracy.

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 OVERVIEW

This page shows a sample layout of how the social media feed will be like. The feed would consist of
product shots, quotes, application on models photos and mood imagery.

Static Post: Instastory Post:

Image Size: 1200pixel x 1200pixel Image Size: 1080pixel x 1920pixel
Resolution: 72dpi Resolution: 72dpi
File Format: jpg / png / mp4 / gif File Format: jpg / png / mp4 / gif

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 Brand
Typography.
16 Typefaces
 T Y P E FA C E S

Extended are Zahara’s official typefaces. No other typefaces should be used for branding collateral.
Correct and consistent use of typefaces provide an important contribution to building a strong brand. It
is available in various weights, such as light, regular and medium to provide structure to copy and
layout. The fonts can be used for both print and web.

HEADERS & LARGE TEXT | TIMES, Tracking 10

Times Italic | Times Bold Italic

Regular Italic Bold Italic

SUBHEADERS & BODY COPY | HELVETICA, Tracking 25, 75, 150

Helvetica | Helvetica | Helvetica

Light Regular Bold

SOCIAL MEDIA (IG STORIES) | HELVETICA, Tracking 25

Helvetica | Helvetica | Helvetica

Light Regular Bold

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Social Media
Styling.
18 Overview
19 Product Shoot
20 Application-on-hand Shoot
21 Backdrop and Texture
Mood Board
PRODUCT SHOOT

The reference pictures demonstrate the photography style and positioning of the products – preferably
shot with a variation of angles and against a variety of textures and colours inspired by our brand
colours. These products should be shot using soft to strong lighting depending on the styling of the
shoot. The style ranges from clean studio shoot to focus-product shoot and casual vanity shoot.

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 A P P L I C AT I O N - O N - H A N D S H O O T

The reference pictures demonstrate the photography style and art direction for social media posts when
products are used by models, nail artists and influencers. These images should be shot with clear
lighting that showcase the nail colours as true to it actual colours. Background should be a clean white
backdrop or a tidy white bedroom.

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BACKDROP AND TEXTURES
MOODBOARD

These are examples of ideal backdrops and textures used as background for photoshoot. Do take note
of the brand colours and campaign theme.

Paper Sheets / Cloths

Bedroom / Vanity Table Paint / Water

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