Shifa

Shifa is a skin and beauty brand with a growing range of face masks, facial cleansers, and hair-care products. Its previous identity — an ornate, traditional wordmark — no longer matched the clean, modern shelf presence the brand was reaching for. Shifa came to LtsThink for a skincare branding overhaul: rebuild the brand from the logo up and carry it across an entire product line.

We were asked to deliver a complete skincare branding and packaging design program: refine the masterbrand, define a confident visual system, and apply it consistently across every product — tubes and boxes alike — in both Arabic and English.

• A redrawn SHIFA logo — a fluid, handwritten wordmark that replaces the busy previous mark with something elegant and ownable
• A brand color system built on soft blush, warm terracotta, and charcoal
• Bilingual (Arabic / English) packaging design across the full range:
• Face masks — Mud Mask, Charcoal, and Peel-Off (Papaya & Apricot)
• Facial cleansers — Aloe Vera and Oil Control
• Professional hair care — Anti-Frizz
• A scalable layout system so each product reads as part of one family while its category stays instantly clear on shelf

The work pairs a warm, premium palette with a clean typographic system, so a charcoal mask, an aloe cleanser, and an anti-frizz treatment all feel unmistakably Shifa while signalling their own benefit. Before-and-after comparisons — for both the masterbrand and individual products like the apricot peel-off mask — show the jump from a cluttered legacy look to a confident, retail-ready identity that scales cleanly as the range grows.

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