The Jefas
Complete branding for a Latina-owned beauty box company, The Jefas, that centers the voices of other Latina entrepreneurs making a difference in the beauty space.
Branding
I partnered with The Jefas for a transformative branding look and feel—focusing mainly on the ideation and implementation of a brand identity, logo design, and website.
The Jefas is all about female empowerment and causing a disruption in the beauty space by showcasing beauty products from Latina entrepreneurs. The Jefas will serve as a discovery platform that will bring tailored products to each customer.
Before any work was started, I took stock of where the company was and positioned itself with its direct competitors. I conducted research and spoke to our target audience to understand their views on beauty boxes and receiving culturally curated products. Based on this research, I designed The Jefas’ logo, website, and overall brand design.
The new design resonates with empowered Latinas who embrace and support Latina-owned beauty products. Together, in conjunction with detailed color choices and choices of typography, these elements seek to evoke community, strength, and love for the cultura.
Logo Design
The new logo design is a visual representation of empowerment, community, and authenticity. It appeals to the Jefas’ audience as the typeface is impactful, warm, and inviting.
Early Explorations
Website
I collaborated with The Jefas on the website redesign to create the company’s new digital presence and complete interactive presentation of its new brand. The site was fully designed by me and powered by Shopify. I was in charge of the content strategy and the design of four pages—the homepage, contact page, about us page, and checkout page. I created a new mobile-responsive website that aligns with the company’s core mission.
