PROJECT

Ammu Beauty - Brand Identity + Packaging Design

Ammu Beauty is a brand offering 100% natural potent herbs and superfoods that will help transform the skin with nutritiously dense face masks.

Ammu Beauty was founded in honour of her mother who passed away and taught her everything she knows about beauty - recreating formulas her mother Ammu had been making for decades. The visual direction needed to embody a natural lifestyle and appeal to a sophisticated target audience, who values simple yet effective beauty products.

The identity is supported and balanced with a minimal custom illustration, flowy and organic linework of a woman (which also incorporates a dainty butterfly). A custom typeface was created to provide a unique, chic aesthetic for the beauty brand. The brand icon features the brand letter ‘A’ along with the letter ‘B’ for beauty, which also becomes a simplistic butterfly. The butterfly was an important inclusion in the brand identity, as it symbolises her mother’s spirit visiting her. An earthy, feminine colour palette was selected with brown and pink hues to embody calming nature and beauty.

A key phase of the process was defining the product packaging with a high level of care taken to ensure the beautiful design was minimal (in contrast to the busy retail environment in which it will be stocked). A strategic use of colour blocking resulted in easy product differentiation at a glance to enhance the customer experience and ease of purchase.