AB·OVO
2026
Naming, Identity
& Packaging
AB·OVO is a conceptual premium haircare brand inspired by natural ingredients and the idea of returning to the origin
haircare
brand
The task was to develop a visual identity and packaging concept for a new natural cosmetics brand, including naming, logo design, label and box design. The goal was to create a contemporary and distinctive visual system that could communicate the brand’s focus on natural ingredients, quality and conscious consumption.
The concept was then expanded into a complete haircare range, exploring how the identity could work consistently across different products, formats and visual environments.
Brief
Concept development
The name Ab ovo — Latin for “from the beginning” — became the conceptual foundation of the identity. The brand combines the language of botanical ingredients with a clean, contemporary visual system to create a sense of natural care without relying on conventional “organic” aesthetics.
The visual identity balances scientific precision and organic expression. Minimal typography and structured layouts are contrasted with handmade watercolor textures inspired by the natural ingredients used in the formulas.
