Starting with a refresh for Black Girl Magic, the plan was to follow it with the launch of Black Boy Joy. Both of these sub-brands needed to work as stand alone identities, while coming together under the parent brand 'The X Mojo'.  The design elements stem from the idea that every customer, their hair, skin and needs are personal, and unique to them. Not only are the brush strokes in the logos created by a hair-like substance, they are hand painted and completely unique. The brush strokes from Black Girl Magic and Black Boy Joy blend shapes and colours to create the 'X' in the The X Mojo. The main logo font is bold, curvaceous and confident, while the supporting handwritten words tie into Monica's personal 'Thank You' notes to customers. These three identities were rolled out to their social media, packaging, website and a newly opened physical store and salon in Taipei. Watch this space for Black Pride+ coming soon!