Creating a global haircare brand that realigns you with the world

Najafi Cosmetics

The cosmetics brand envisioned bringing to market a completely sustainable, Swedish-made haircare brand. One that stands out with a distinct purpose in contrast to sustainable haircare brands.

A standout brand with a unique purpose that shines. A sustainable haircare brand created from scratch, from concept, naming, identity and packaging range design.

Hair care that combines the ocean, sky, and earth: Oserth

Where traditional hair care and sustainable brands position themselves as being good for the environment, with Oserth we wanted to break away from that mould. While maintaining our clean, cruelty-free and sustainable claims, we rose above a greenwashing positioning with “realign yourself with the world” where being green doesn’t necessarily mean looking outward, but looking inward.


The movement towards a better you

With Oserth we made sustainability a choice thats good for the world, but also good for you. A choice that empowers people to realign themselves and their souls with the world, creating a movement where the connection towards the sky, ocean, and earth is re-established. These elements help us regain our sense of place in our lives. Also becoming a recurring theme in the story of Oserth, utilised across different product ranges.


An entirely unique and conceptual name

Oserth needed to reflect the elements, but not in a way that was too generic or obvious. Thus, by taking the letters of Ocean (to balance us), Sky (to guide us) and Earth (to ground us), we created a refined and elegant name that is one-of-a-kind.


Inspired by lines of nature

The brand identity reflects the gentle breeze that moves across the earth, ocean, and sky. Similar to the lines of flowing hair. Differentiated through earthy colours that each reflect a domain. The brand identity was always guided by Oserth’s brand values of being minimal, elegant, sophisticated, and contemporary.

How we helped Oserth create an impactful brand with a purpose that speaks to their target audience

Research & Analysis

Market scan
Target audience research
Stakeholder research
Brand opportunities

Strategy & Story

Brand naming
Brand positioning
Brand story
Central message
Guiding principle

Concept & Design

Brand identity design
Packaging design
Brand collateral design
Communication tools design
Brand guidelines

Implementation & Activation

Project management
Collateral production

We had the pleasure of working with Skyne. We wanted to have a brand identity that is original and creative. The best thing about Skyne is that we wanted to work with people who are straightforward, honest and genuinely care about their clients.

– Mohsen Najafi, Managing Director Najafi Cosmetics

“The Oserth team was incredibly responsive to our out of box concepts, allowing us free reign to run our imagination wild. With mood boards and mood videos, we created a whole world of Oserth before even beginning the design process.”

– Lubna Farooqui, Creative Brand Strategist

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