Jameela, which translates to beautiful in Swahili is a subscription based beauty and self care box that celebrates and sends out African-owned and produced beauty and self care products. My research led me to take this particular approach for this identity - to break down cultural tribal makeup which has become synonymous with beauty for many Africans. The circular dot logomark is inspired by the white dot face painting that serves as the modern day interpretation of makeup and overall expression in different tribes across Africa. Culturally tribal makeup serves a much deeper purpose and tells various stories. It denotes key indicators like ranks and achievements, social status, community roles and social markers i.e. distinguishing sexes and ages amongst other variables.