Concept
Shifa is a line of cosmetics for spa treatments inspired by Turkish hammam rituals and the aromas of traditional Russian baths. It can be used both in the sauna and at home, transforming an ordinary shower into a relaxing ritual for cleansing the soul and body.

These cosmetics allow you to perform the same skin-cleansing rituals at home as you would in a spa.

Naming
The name “Shifa” translates from Turkish as “healing” and symbolizes the beneficial effects of cosmetics.

Visual Style
The concept behind Shifa’s identity is that the leaves of Russian bath brooms are designed in the style of Turkish ornaments and arranged in circles, which symbolize ritual and ceremony. Products feature circles of leaves and acorns in various forms — some places have many circles of different sizes, while others have only a few. Typography is also integrated into the overall design, with text sometimes written in a circle to create parts of the dance formations. The project featured a humanist grotesque font with rounded shapes that echoed other graphic elements.

Another unique feature of Shifa’s identity is its modularity. Circles can be assembled from different cosmetic packaging. This enables buyers to purchase various products and arrange the circles in different combinations to create unique patterns.

Logo
The logo features the main graphic image of the brand identity, as well as the symbol of the Russian bathhouse: an oak leaf designed in the style of Turkish ornaments. The leaf is embedded in the brand name.