PinkDawn is a modern pink chai brand turning a beloved cultural ritual into a daily beauty practice for the women who live it. Pink chai has been a comfort and a ritual for generations, my goal was to honor that history while giving it a fresh, editorial identity built for how women live today. The resulting brand lives in tension: soft and feminine, but bold and confident; refined and elevated, but never sterile or 'wellness girlie.' Every detail was designed to feel like a moment of indulgence rather than another item on a to-do list. The result is a brand that feels like a ritual worth returning to:  calming, taste-forward, and quietly powerful.

PROJECT SCOPE: Brand Strategy, brand Identity, Packaging Design

Project Goal:

Designing PinkDawn required translating a deeply rooted cultural ritual into a brand that feels both timeless and entirely current. The goal was to avoid the two easy traps: leaning too hard into trendy 'wellness girl' visual cliches, or losing the warmth and familiarity of pink chai's cultural roots altogether, I built an identity that holds both. A custom wordmark and color palette that feel editorial and elevated, paired with imagery and tone that stay grounded in real, everyday ritual. Through a signature color palette, custom refined typography, and packaging built for the shelf and the 'gram alike, PinkDawn proves that honoring where something comes from and making it feel brand new aren't mutually exclusive, they're what make a brand worth returning to.

The design direction for PinkDawn lives in the push and pull between softness and strength to create a brand that feels like a quiet ritual but carries itself with confidence. The visual identity was built to position PinkDawn within the editorial, taste-forward world of modern beauty and lifestyle brands, rather than the wellness aisle. The signature color palette feels rich and grounded while custom typography brings a sense of calm sophistication. The brand's photography leans into early morning light and sculptural shadow, giving the brand an editorial depth that feels aspirational but lived-in. Every detail was designed to make a daily ritual feel like a moment, and one that is unmistakably PinkDawn.

Industry: CPG, Food & Beverage, Beauty

PinkDawn

A modern pink chai brand that transforms your daily latte into a beauty ritual you actually crave

Designing PinkDawn required translating a deeply rooted cultural ritual into a brand that feels both timeless and entirely current. The goal was to avoid the two easy traps: leaning too hard into

 trendy 'wellness girl' visual cliches, or losing the warmth and familiarity of pink chai's cultural roots altogether, I built an identity that holds both. A custom wordmark and color palette that feel editorial and elevated, paired with imagery and tone that stay grounded in real, everyday ritual. Through a signature color palette, custom refined typography, and packaging built for the shelf and the 'gram alike, PinkDawn proves that honoring where something comes from and making it feel brand new aren't mutually exclusive, they're what make a brand worth returning to.