Scarb is a digital assistant that uses AI to support daily organization and personal growth. The challenge in this conceptual branding project was that Scarb did not yet exist as a product, strategy, or even framework. The only foundation was the symbolic inspiration drawn from the scarab beetle.

The goal was to turn this abstract foundation into a structured yet flexible tool that empowers users in their daily lives. Scarb needed to feel more than functional, it had to be emotionally resonant, intuitive and motivating. This required a strong brand identity, both visual and verbal, that could express the core values of self-improvement, renewal and balance.

To give Scarb a meaningful foundation, I began by researching the scarab beetle’s cultural and mythological significance. In ancient Egypt, the scarab was a symbol of transformation, movement and rebirth. These values aligned naturally with the concept of an AI assistant that supports positive change. Inspired by this, Scarb was envisioned as a digital companion that combines fitness tracking, nutrition planning, and productivity support, tailored to individual needs.