Nuqa, bridging timeless heritage and a boldly redesigned identity.

In the heart of the Middle East and North Africa, where the sun warms the dunes and the wind carries ancient whispers, communities have long relied on the nourishing power of oils to care for their skin. Sourced from Tunisia, Morocco, Algeria, and Colombia, these oils are more than cosmetics — they are a living tradition passed down through generations, deeply rooted in rituals of care, beauty, and protection.

Originally sold in artisan markets, Nuqa aspired to reach the shelves of Parisian perfumeries and parapharmacies — spaces where the sensory and the symbolic converge. But despite the richness of its origins, the brand lacked a distinct identity — a soul that could speak to both its heritage and its future.

To restore that connection, we asked ourselves: what do the skins of those who have used these oils for centuries look like? What stories are etched onto them? This reflection led us to explore the traditional tattoos of the region’s tribes — symbols of identity, protection, fertility, and belonging. From this research, we created four unique motifs, each inspired by authentic tribal tattoos from one of the countries of origin. These became the cornerstone of the new visual language.

The packaging was designed to reflect the purity and sacredness of the oils. We selected refined finishes, textured papers, and rich, noble materials, paired with a vivid yet restrained color palette that speaks of desert sands, henna, and sun-baked earth. Language, too, was reimagined — replacing generic labels like “Produced in Morocco” with evocative expressions such as “The treasure of Morocco.” The range was named Milenarian Oils, a tribute to the timelessness and resilience of these ancient remedies.

Through this thoughtful transformation, the brand evolved from craft-market simplicity into a bold, contemporary identity — one that honors ancestral wisdom while confidently embracing the future.