As part of Avec Corporation’s diverse beauty portfolio, Argan Secret needed a fresh identity that could rise above the saturated world of argan oil products and claim its place as a premium yet accessible brand.
Argan Plus +
The brief was ambitious: breathe new life into Argan Secret while staying true to its loyal base. It had to feel high quality without breaking price-point expectations, and flexible enough to grow with evolving customer needs.
We delivered a refreshed identity that speaks with clarity, confidence, and care. The aesthetic draws subtle inspiration from its origins but moves the brand forward with a cleaner, more sophisticated look. From packaging to copy, everything was designed to highlight the heritage of Moroccan argan oil as a symbol of nourishment and protection.
The result is a brand that connects emotionally and visually, one that earns trust through story and stands out on the shelf.
Goal
Reinvigorate Argan Secret with a bold new identity that elevates perception, strengthens product differentiation, and supports long-term growth through visual clarity and emotional resonance.
Disciplines
Branding • Visual Identity • Copywriting • Packaging • Design Systems
Sector
Haircare • Beauty • Consumer Products
Team
Argan Secret now stands as more than a product, it’s a promise of healthy, beautiful hair through timeless, trusted care.
We developed a visual and verbal toolkit that honours Argan Secret’s roots while expanding its reach. Every element, from the story-led packaging to the refined iconography, was built to evoke quality, tradition, and wellness.
The copy balances informative tone with warmth and confidence. It speaks to customers who want results, but also a brand they can believe in. Visual cues from Morocco help create a sense of authenticity, while modern design ensures shelf impact in a competitive market.
The brand system is future-ready able to support line extensions, new launches, and evolving consumer expectations.
