Identity & brand applications

Zarifa USA. An identity built to grow.

An expanded brand system for a product business: the established identity, a clear visual language, thoughtful product presentation, and a consistent journey from discovery to everyday use.

Established 2017 identity

A recognizable starting point

One identity. Different settings.

Zarifa USA began with a script wordmark. Andrew Nowlan developed the established identity during the company’s 2017 in-house rebrand, documented in his 2019 portfolio. That wordmark, symbol, red-and-neutral palette, and Montserrat–Roboto pairing form the foundation of this expanded 2026 system, presented alongside Vivid’s current website work.

On a quiet background

Within a brand color field

A compact profile placement

These placements use the original logo without redrawing or recoloring its artwork. A compact placement should still be tested at its final size.

Color

Color with a clear role.

These four colors come directly from the 2019 brand guide. Zarifa Red provides recognition and emphasis; charcoal carries text; light gray and white create space for products and useful information. Warm neutrals on the current website are an additional digital direction, rather than a replacement for this original palette.

Zarifa Red: #C32127
Light gray: #DDDDDD
Dark gray: #252525
White: #FFFFFF

Typography

Montserrat + Roboto

Both families are specified in the 2019 guide. The proposed expanded system uses Montserrat for confident headings and Roboto for longer explanations, specifications, and practical instructions. The current website also uses Montserrat. The wordmark remains original artwork.

Make room for everyday comfort.

Clear product names. Useful comparisons. Details that help someone understand what fits their space, routine, and preferences.

Proposed usage guidance

Keep the identity consistent.

A practical starting point for extending the identity into new formats.

Give the logo room

Keep text, edges, and other artwork outside the logo’s surrounding space. The diagram illustrates a generous starting point; confirm the final clear-space rule when preparing the production guide.

Protect its proportions and detail

Scale the complete artwork proportionally. Avoid stretching, cropping, rotating, or adding effects. Check fine lettering at the actual display or print size before approving an application.

Use a clean, readable background

Place the logo on a calm background with enough contrast. Use a light holding panel when a photograph or color field would compete with the artwork. Keep supporting text readable independently of the logo.

Prepare files for their destination

Keep editable masters separate from delivery exports. Use suitable vector artwork for large print, transparent raster exports where needed, and optimized images for the website. Confirm color conversion, bleed, and safe areas with the printer.

Original work

The identity in context.

The expanded 28-page guide traces the brand’s evolution and develops the established identity into practical rules for strategy, logo use, color, typography, imagery, digital experiences, and brand applications. Selected spreads, current website and catalog imagery, and original packaging from the archive show the system across products and formats.

Historical identity: Andrew Nowlan’s Zarifa USA portfolio, published October 2019.

From the original script mark supplied for this project, to Andrew Nowlan’s 2017 identity, to the expanded 2026 system. The guide develops that established foundation for a broader range of applications.

Typography system. The established Montserrat and Roboto families, with proposed roles for headings, product detail, and practical instructions.

Zarifa USA homepage with warm lifestyle imagery, product navigation, and the established red identity — Current website, October 2026. The established red identity paired with warm imagery and product discovery.

Blue and ivory Z-Smart+ Massage Chair shown as a complete product against white — Current catalog imagery: Z-Smart+ Massage Chair. An uncluttered product view makes silhouette, materials, and color clear.

Zarifa IQ Massager Pro VI held in one hand with its screen and controls visible — Current catalog imagery: Zarifa IQ Massager Pro VI. A human-scale detail helps explain a compact product’s size and interface.

Existing brand applications

Packaging from the archive.

Original packaging presentations and layouts show how the identity works around a physical product. Open any image to inspect the individual artwork at full size.

Original Shiatsu Classic packaging front presentation from the Zarifa archive — **Shiatsu Classic · Front**The original front presentation brings the product, name, and red-and-charcoal identity together.

Original Shiatsu Classic packaging reverse presentation with product detail diagrams and supporting imagery — **Shiatsu Classic · Reverse**The reverse presentation shows how product details and supporting imagery were organized across the package.

Original Health+ massage gun lid and base packaging layouts with product imagery and construction lines — **Health+ · Box artwork**Existing lid and base artwork from the archive, preserving the original product information and panel structure.

Original Mini massage gun sleeve artwork with its original panel orientation and fold lines — **Mini · Sleeve artwork**The original sleeve layout carries the identity around a compact format. Panel orientation and fold lines remain intact.

Original Eye Massager V2 packaging artwork with panels, fold lines, and dimension annotations — **Eye Massager V2 · Box artwork**Existing box artwork retains the original imagery, side panels, dimension annotations, and construction marks.

Proposed extensions

What the system could become.

Proposed 2026 extensions explore a showroom information display and social campaign, showing how the established identity can connect product discovery with useful information.

Explore your next moment of comfort.

Proposed concept

Showroom information display

A proposed physical brand application, shown as a design study rather than an installed or printed item.

Proposed concept

Product discovery campaign

A proposed digital composition showing how the identity can support a consistent message.