Charme

The brief

Charme needed a visual system that could stand out in the saturated clean-beauty market while feeling authentically botanical and scientifically credible.

Science meets nature

Charme pairs Moroccan botanical tradition — argan oil, black soap, natural clays — with modern, dermatologist-tested formulation. The identity had to carry both: the warmth of natural ingredients and the credibility of a clean, science-backed skincare line.

The system also had to work bilingually, Arabic and Latin, across packaging, retail and social. Every decision was filtered through three words: soft, trustworthy, and quietly luxurious.

Market Clean beauty / Skincare — MENA
Audience Conscious consumers, all skin types
Challenge Bilingual system, premium yet warm
Goal Trust + elegance + botanical warmth

Logo &
construction

A wordmark that feels like skincare — gentle, intentional, and memorable.

An elegant script wordmark

The Charme wordmark is a flowing, expressive script built around a curved "C" that forms a soft petal — signalling care, purity and radiance. Beneath it, a tidy small-caps "COSMETIC" grounds the script with a modern, structured counterpoint.

The mark positions the brand as approachable yet premium: refined and feminine, with a warm natural character. A full Arabic counterpart was drawn so the identity speaks both languages with the same voice.

Style Custom script wordmark
Support Small caps "Cosmetic" baseline
Symbol Petal "C" monogram + olive branch
Variants Latin, Arabic (شارم), badge

Color &
typography

A palette drawn from earth and bloom — warm, grounded, and alive.

Bordeaux

Blush

Charcoal

Cream

Charme شارم

Archia — Latin uppercase & lowercase · Hacen Maghreb — Arabic · Bilingual system

Packaging &
touchpoints

Every surface is a promise — from the first unboxing to the daily ritual.

From shelf to screen

The range — argan oil, shampoo, Moroccan black soap, scrub, body milk and hand cream — lives in amber bottles and jars with cream bilingual labels, instantly readable in Arabic and French. The bordeaux wordmark carries each product with the same quiet confidence.

Beyond packaging, the identity extends to the retail store with illuminated bilingual signage, an e-commerce website, and a color-coded social media template system — every touchpoint speaking one warm, natural language.