Maba Idi is an artisanal and ethical beauty brand producing hand-made plant-based products that utilise Australian indigenous bush herbs and plants. The brand is organic, vegan, and socially responsible with the entire process carefully considered and authentic.
Its creator, Shazleen grew up in India, and much of the Maba Idi philosophy is based in ancient traditions from her homeland. As such, the brief was for a brand identity that reflected both this Indian sensibility as well as an embracing of the Australian aesthetic.
The brand incorporates hand-drawn illustration, typography and pattern inspired by warli painting which is a form of tribal art mostly created by the people from Maharashtra, India. We were careful to respect the intellectual property rights of this painting style and created a contemporary design that gives Maba Idi a strong visual point of difference in a relatively crowded market.