I began researching competitor hair care brands and gathering inspiration from outside sources. Many organic hair care brands on the market focus on minimalist, earth-toned themes, so I know I wanted Desert Blossom to have a youthful, eclectic identity. The jojoba plant was the focus of the product line which I took into consideration when sketching a logo. After multiple rounds of sketching and revisions, I went with a blossom sketch reminiscent of the jojoba plant buds. A serif typeface was used for the logotype to communicate sophistication and charm. The balance of luxury and playfulness gives Desert Blossom a timeless yet modern approach. For my user research, I identified a consumer within my age range, Julia. By mapping out her user journey and desires from the brand, I was able to see what features she would benefit from in an app.