Ashba

Ashba is a homegrown hair care brand built from real need and care. Founded by Asha Barrak, it began as a personal search for products that understood textured hair and treated it gently, effectively, and honestly. When the market couldn’t offer that, she created it herself.

Yellow reimagined Ashba for its next chapter with an identity that is modern, warm, and quietly confident. The name was simplified to reflect clarity and ease. The visual system balances softness and boldness through rounded forms, clean typography, and a distinctive green and pink palette designed to stand out both on screen and in hand.

Packaging plays a central role in making the brand feel effortless. Information is clear and readable, helping users understand product purpose and routine without confusion. Nothing is excessive. Everything has intent.

The tone of voice is direct and reassuring, speaking like someone who has been through the journey and knows what works. Ashba does not promise transformation. It supports what is already naturally you.

Warm, confident, and grounded, Ashba is hair care that honours individuality and celebrates hair as it chooses to be.