MOE YAA Brand identity · v1
For Shea Luxury Essentials November 2026
From Shea Luxury Essentials to

Moe
Yaa

In Acholi, mo ya is the oil of the shea tree. The new identity keeps that root and drops everything else that was shouting: no glitter, no script, no brochure on the front of the jar. Deep aubergine, a single line of gold, plenty of room.

Wordmark & monogram Palette & type Platinum Body Butter label Range system Stationery & social
MOE YAA Platinum BODY BUTTER SHEA · COCOA · MANGO · CUPUAÇU 250 g ℮
MOE YAA Platinum BODY BUTTER SHEA · COCOA · MANGO · CUPUAÇU 250 g ℮
02 — THE NAME

One master brand, with the maker behind it

Following the brief's recommendation: Moe Yaa leads on shelf and online; Shea Luxury Essentials steps back as the formulator and endorser — the Land Rover / Defender move. The name no longer limits the range to shea, so lip, hair and body lines sit under it naturally.

Parent · operational Shea Luxury Essentials Formulation, manufacturing, compliance. Appears on back panels, invoices and the website footer.
Consumer brand · front of pack MOE YAA Two words, no apostrophe — clean for URLs, handles and search: moeyaa.com · @moeyaa.
Product names Platinum, Gloss, Silk, Velvet One evocative word + a plain descriptor (Body Butter, Lip Gloss…). "Platinum" carries over its existing equity.
03 — WORDMARK & MONOGRAM

Set in capitals, spaced wide, finished in gold

MOE YAA BY Shea Luxury Essentials
MOE YAA
My
Monogram seal Lids, tamper seals, favicons, social avatar. Never below 12 mm.
Clear space Keep the height of the "M" free on every side. The gold rule sits one M-height below.
Gold is a finish, not a fill Hot-foil the wordmark and the rule only. Never flood a panel with gold or glitter.
Don't Stretch, outline, add script, set on photographs or glitter, or re-space the letters.
04 — COLOUR

Purple and gold, made quiet

The purple your customers already know, deepened to a matte aubergine. Gold carries the luxury in one thin line. Ivory gives the second colourway and the white jar somewhere to land.

Aubergine#2A1838 · Primary groundPantone 2627 C (match)
Amethyst#5D3F7A · Lids, secondaryPantone 2617 C (match)
Lilac#B5ABFC · Digital accentScreen only
Shea Gold#C9A45C · Foil & rulesGold hot-foil; 871 C flat
Shea Ivory#F4EFE6 · Light groundUncoated, soft-touch
05 — TYPOGRAPHY

Two typefaces, nothing else

Display · Cormorant Garamond Aa Platinum Wordmark, product names in italic, headlines. Medium 500, capitals tracked +260 for the wordmark.
Text · Inter Aa Body Butter Descriptors in tracked capitals, ingredients, directions, legal copy. Regular 400 and Medium 500. Minimum 6 pt on pack.
06 — PLATINUM BODY BUTTER · WRAPAROUND LABEL

Front sells. Sides inform.

Same 250 g tub and footprint as today. The front panel now carries only the name, product, key butters and net weight; everything regulatory moves to the side panels. Copy rewritten against the BP review comments.

INGREDIENTS Butyrospermum Parkii (Shea) Butter, Theobroma Cacao (Cocoa) Seed Butter, Mangifera Indica (Mango) Seed Butter, Theobroma Grandiflorum (Cupuaçu) Seed Butter, Olea Europaea (Olive) Fruit Oil, Vitis Vinifera (Grape) Seed Oil, Rosa Canina (Rosehip) Fruit Oil, Glycerin, [Emulsifier — to confirm], Tocopherol (Vitamin E), Parfum (Fragrance).
HOW TO USE Massage into skin in circular motions after bathing. Allow a few minutes to absorb before dressing. Use daily. Patch test before first use.
BATCH MFG EXP
12M
BARCODE
MOE YAA Platinum BODY BUTTER SHEA · COCOA · MANGO · CUPUAÇU For dry, sensitive & combination skin 250 g ℮ · 8.8 oz
A rich, whipped blend of four butters that deeply moisturises, hydrates and protects the skin barrier.
MOISTURISE HYDRATE NATURAL GLOW SOFT & SUPPLE
Rosehip and grape seed oils support elasticity; vitamin E and glycerin lock in moisture for an even, soft finish.
Made by Shea Luxury Essentials
P.O. Box 26342, [City], [Country]
+256 706 191 214 · +254 790 418 911
moeyaa.com · @moeyaa Handmade in East Africa
LEFT · COMPLIANCEFRONT · BRANDRIGHT · STORY & CONTACT
My
Lid & seal Amethyst lid with a gold-foiled monogram, replacing the white cap. The thin gold band at the shoulder stays — it's the one detail from the current jar worth keeping. A round gold tamper seal carries the same monogram.
Print spec Matte BOPP, soft-touch laminate, gold hot-foil on wordmark and rule. Panel widths: 3 × 88 mm on a 264 × 50 mm label (confirm against tub circumference).
07 — LABEL COPY · RESPONSE TO BP REVIEW

Every comment, answered

Label itemBP commentWhat the new label does
Product nameCompany is SLE, product is Platinum Body Butter.Front reads Moe Yaa · Platinum Body Butter. Skin-type line kept short: "For dry, sensitive & combination skin".
DescriptionToo long — lead with moisturise, hydrate, natural glow, soft & supple.Cut from 110 to 33 words. The four buzzwords become foil-outlined badges.
Skin benefitsCan this merge with the description?Merged. The separate benefits block is gone.
IngredientsRe-check; clarify rosehip and olive; emulsifier missing.Rewritten as an INCI list with olive and rosehip named. Emulsifier slot left open for the formulator to fill — Client to confirm
DirectionsToo long.Four short sentences, 27 words.
Contact addressNeeds clarity.Single legal maker line, P.O. box with city and country, both numbers, web and handle. Client to confirm city
Batch & expiryNot included.Batch / MFG / EXP fields for inkjet or stamp, plus a 12-month period-after-opening mark.
08 — RANGE SYSTEM

Built to grow past shea

Every product shares the aubergine ground, gold wordmark and italic product name. Only the descriptor changes — so a shelf of Moe Yaa reads as one brand.

MOE YAA Platinum BODY BUTTER
Platinum Body Butter250 g tub · hero
MOE YAA · Gloss
Gloss High-Shine Lip Gloss10 ml wand tube
MOE YAA Silk HAIR OIL
Silk Lightweight Hair Oil50 ml dropper bottle
MOE YAA Velvet BODY CREAM
Velvet Body Cream200 ml pump · ivory colourway

Product names Gloss, Silk and Velvet are proposals for the lines named in the brief — swap freely.

09 — STATIONERY & SOCIAL

The same restraint, everywhere else

MOE YAA
[Founder name] FOUNDER · Shea Luxury Essentials
+256 706 191 214
+254 790 418 911
[email protected] My
Business card · 85 × 55 mm · foil front, ivory reverse
MOE YAA
Four butters.
One ritual. Platinum Body Butter — shea, cocoa, mango, cupuaçu.
MOEYAA.COM
Launch post · 1080 × 1080
MOE YAA My
mo ya (n.) — Acholi The oil of the shea tree. Our new name, rooted where our butters come from.
Rename announcement · 1080 × 1350
10 — BEFORE / AFTER

Same jar. A different shelf.

Current Shea Luxury Essentials jars
Before — glitter ground, three typefaces, front panel doing every job.
MOE YAA Platinum
MOE YAA Platinum BODY BUTTER
After — matte aubergine, one serif, gold used once.
11 — NEEDED FROM THE CLIENT BEFORE PRINT
1Sign-off on Moe Yaa as the master brand, and a trademark / domain check (moeyaa.com, @moeyaa).
2Formulator to confirm the full INCI order, the emulsifier, and that olive and rosehip oils are in the blend.
3Registered business address (city and country) for the maker line.
4Batch-coding method (inkjet, stamp or sticker), shelf life, and a GS1 barcode.
5Exact tub circumference and label height from the jar supplier.