ANJALI SHARMA | PRODUCT DESIGNER
minima
Design Consultant
Figma, logo design, brand design, package design, social media, Shopify platform
In progress — product labels have been finalized, products are currently in production, the Shopify website is actively being developed, and Kickstarter campaign setup is underway.
Estimated launch: late May 2026.
GOAL
The goal of this project was to create a cohesive brand identity for minima, an upcoming haircare brand built around transparency, and prepare the brand for launch across packaging, web, and campaign touchpoints. The work needed to establish a clear visual foundation that could carry across product labels, Shopify, and Kickstarter. It was important for the brand to feel clean, modern, and trustworthy while standing out in a competitive beauty space. The final direction needed to support both launch readiness and long-term brand growth.
MY ROLE
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Created the visual identity for minima, including logo, color palette, and overall brand direction.
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Designed finalized shampoo and conditioner labels for launch products.
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Designed and continue to manage the brand’s website through Shopify.
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Supporting the upcoming launch by creating visual assets and helping set up the Kickstarter campaign.
Typography
Color Palette
INQUIRE
The first step was understanding the vision behind minima and how the idea of transparency should shape the brand. That meant defining the tone, audience impression, and visual qualities the brand should communicate across every touchpoint. Rather than treating packaging, web, and social as separate pieces, the goal was to create a connected brand experience. This early phase helped establish what the brand needed to say visually before moving into execution.
RESEARCH
I reviewed the broader beauty and haircare landscape to understand how competing brands approached identity, packaging, and digital presence. This helped identify common category conventions as well as opportunities for minima to feel more distinct. Research also focused on how clarity, simplicity, and trust are communicated visually in consumer brands. Those insights informed decisions around layout, color, branding, and overall presentation.
DEFINE
The define phase focused on translating early ideas into a clear visual direction that could scale across formats. This meant identifying the core elements that would shape the brand system, from logo and color to packaging structure and digital consistency. Establishing those foundations early made it easier to create alignment across web, product labels, and social assets. It also helped ensure the brand felt intentional rather than pieced together.
DESIGN
The design phase focused on building out a cohesive visual system that could extend across packaging, web, and social media. I created the logo, selected colors, and developed the visual language used throughout the brand. The shampoo and conditioner label designs were finalized during this phase and helped establish a clear and recognizable product presence. The Shopify website and supporting social assets were also designed to reinforce a consistent customer-facing brand experience.
DEVELOPMENT
The project is currently in an active development phase as minima moves toward launch. While the packaging design has been finalized and products are now in production, the website is still being refined and managed through Shopify. In parallel, I am also working on setting up the Kickstarter campaign to help support the brand’s launch. This phase has focused on translating the visual identity into real, launch-ready applications across multiple touchpoints.
Website landing page
Social Media Ads
