A Vibrant Brand Reimagining: Sass by Niche

SASS by Niche

A Bold Rebirth of Self-Care & Cultural Identity

Brand

Originally Sasspirations, SASS by Niche grew from a self-care book into a thriving skincare and apparel brand. Despite its success, its visual identity lacked the vibrant, Afro-centric essence that defined it.

Project

Brand Strategy & Name Evolution
Logo + Identity Systems

Iconography + Collateral Designs

Brand Style Guides

Industry

Beauty & Lifestyle

A roll of packing tape with the word sassration on it.

THE CHALLENGE

As SASS by Niche grew, its branding lacked cultural depth and consistency. The challenge was to create an identity that honored self-care, heritage, and empowerment while maintaining a bold, soulful presence.

THE CHALLENGE

Inspired by the Adinkra symbol Duafe, we reimagined SASS by Niche as a vibrant mosaic of color, soul, and heritage. The new identity connects the founder’s journey with the brand’s ethos, celebrating self-care and cultural pride.

A woman is smiling with her eyes closed on a colorful background.

THE RESULTS & IMPACT

The revitalized SASS by Niche brand identity now embodies vibrancy, authenticity, and cultural richness, strengthening its connection with its audience. This transformation extends into:

✔ Developed a bold, culturally inspired identity that reflects the essence of self-care and empowerment.
✔ Designed a distinctive logo system incorporating the Duafe symbol and vibrant hues.
✔ Curated a visual identity that seamlessly blends African influences with modern aesthetics.
✔ Established brand guidelines for consistency across product packaging, digital, and apparel branding.

This powerful rebrand positions SASS by Niche as more than a skincare brand—it is a statement of identity, self-love, and cultural celebration, inspiring customers to embrace their boldest, most authentic selves.