Case study: branding & packaging for Juana
Juana is a Dubai-based CBD skincare company founded by Yann Moujawaz Martini, who combines his medical heritage with a focus on scientific innovation. The brand's visual identity was developed by Made Thought, which aimed to create a unique fusion of ancient wisdom and modern skincare practices. Juana's branding stands out in a crowded market by embracing a minimalist approach and unconventional color choices, reflecting confidence and integrity.
- ▪Juana is named after the founder's mother, symbolizing a blend of family tradition and scientific innovation.
- ▪The brand's visual identity was created by Made Thought, which aimed to disrupt the oversaturated CBD skincare market.
- ▪Juana's branding utilizes a limited color palette, focusing on browns, greens, and yellows to convey a sense of calm and trust.
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Juana is a Dubai-based company creating CBD-based “bioactive” skincare, founded by Yann Moujawaz Martini, a French-born entrepreneur with Syrian roots and a background in brand strategy or – as he himself put it in an interview – “a decade designing multibillion-dollar wellness and medical tourism mega-projects for governments and Fortune 500s”, after which, he says, he “flipped the script” and decided to make Juana. Why face cream and stuff? Well, apparently because it’s the sort of space in which he can merge his interest in scientific innovation, his personal medical heritage (he was raised in a family of surgeons) and his reverence for “ancestral wellness practices”, as well as something to do with olive groves a few generations back (this is brought up a lot, and it’s nigh-on…
Excerpt limited to ~120 words for fair-use compliance. The full article is at Richard Baird.
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