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“Who’s your beauty standard in person?”

“ME”

Break The Beauty Standard 

Rebranding \ Mad For Lipstick — 2017

Team in Charge

Mad For Lipstick \ Upon Request

\\' Creative Agency \ Wildan Ilham \ Elena Ekanahardy \ Reagan Wijaya \ Sisiana Pradita’

The Brand

Mad For Lipstick (MFL) is a makeup brand with special focus on lips. Providing a long-lasting anti-smudge matte liquid lipstick with UV protection and Vitamin E, pigmented, high-quality, affordable.

Mad For Lipstick (MFL) is a makeup brand with special focus on lips. Providing a long-lasting anti-smudge matte liquid lipstick with UV protection and Vitamin E, pigmented, high-quality, affordable.

Project Overview

Earlier this year, Mad For Lipstick launched its product. The market feedback showed that for most of the masses, Mad For Lipstick was just another matte liquid lipstick with no standout factor. In response to this, Mad For Lipstick decided to level up its brand—to boost its business performance and to be a standout amongst its competitors.

In this project, we helped the brand team to identify their DNA as a cosmetic brand and set it as the stepping stone to illuminate a clearer brand concept. Setting the stone as ‘The Radical Beauty’, we then leveraged the concept into a launching campaign through
a #BreakTheStandard activation.

Earlier this year, Mad For Lipstick launched its product. The market feedback showed that for most of the masses, Mad For Lipstick was just another matte liquid lipstick with no standout factor. In response to this, Mad For Lipstick decided to level up its brand—to boost its business performance and to be a standout amongst its competitors.

In this project, we helped the brand team to identify their DNA as a cosmetic brand and set it as the stepping stone to illuminate a clearer brand concept. Setting the stone as ‘The Radical Beauty’, we then leveraged the concept into a launching campaign through a #BreakTheStandard activation.

Brand Workshop Summary

Brand Workshop Summary

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Brand DNA

Brand DNA

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Cultural & Competitive Tension

Most the competitors are showcasing flawless beauty—expressed in an image of perfection. While some women do feel the need to strive for such perfection, the rest actually find perfection to be an intimidating threat for their self-esteem.

Most the competitors are showcasing flawless beauty—expressed in an image of perfection. While some women do feel the need to strive for such perfection, the rest actually find perfection to be an intimidating threat for their self-esteem.

Brand Strategy

Secure MFL position in the market by infusing a strong sense of cause which stands/supports every woman's hidden aspiration.

Secure MFL position in the market by infusing a strong sense of cause which stands/supports every woman's hidden aspiration.

Secure MFL position in the market by infusing a strong sense of cause that stand/support every woman's latent aspiration.

MFL with The Rebellion as its Core Value will be the antithesis of this perfection-laden field. MFL will speak on behalf of every woman blessed with a different voice: the voice which finds grounded solace in imperfect beauty. As everyone’s beauty is different and never meant to be standardized.

MFL with The Rebellion as its Core Value will be the antithesis of this perfection-laden field. MFL will speak on behalf of every woman blessed with a different voice: the voice which finds grounded solace in imperfect beauty. As everyone’s beauty is different and never meant to be standardized.

MFL with The Rebellion as its Core Value can be the anti-thesis of it. Then, to join the conversation, MFL will speak on behalf of those who have a different unsound voice that finds perfect beauty is not a true reality. As everyone’s beauty used to be different and never meant to be standardized. 

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Beauty is within everyone and we no longer need to argue about how it should be defined.

Beauty has been embodied and we no longer need to argue about how it should be defined.

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{We define our own beauty}

{We define our own beauty}

The Anti-Aesthetic Movement—rejecting the role of beauty, stating it a distraction from the truth and bigger issues.

The Anti-Aesthetic Movement—rejecting the role of beauty, stating it a distraction from the truth and bigger issues.

Breakfree—The standard of beauty is indefinite, we define it. Beauty is for everyone.

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Visual Implementation

Monogram

Monogram

Typography

Brand Colors

Brand Colors

Packaging 

Packaging 

Key Visual

Key Visual

Event Invitation

Event Invitation

Web

Monogram

Brand Mark

We created a monogram of MFL which can be read as ‘ME’—the new beauty standard of one’s self. The monogram is made from the signature brand mark supporting the new brand concept and yet simplifying the brand mark itself.

Logo-MFL

Typography

Display Typeface

To strengthen the feel of Radical Beauty, we created a fluid display typeface for the header. We categorized 5 types of classifications: Serif, Sans Serif, Blackletter, Humanist, Sans Serif and Script.

To strengthen the feel of Radical Beauty, we created a fluid display typeface for the header. We categorized 5 types of classifications: Serif, Sans Serif, Blackletter, Humanist, Sans Serif and Script.

This font combination speaks for every woman who embraces their own beauty standard without looking at the culture, era, or group they are in.

This font combination showcases every woman who embraces their own beauty standard no matter what culture, era, or group they are in.

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Subheader, Body text, Caption, Quotes, and Numbering

Subheader, Body text, Caption, Quotes, and Numbering

We aim to create a type that could speak louder than a picture and deliver the message just as strong. Therefore, we use two different classifications and a fluid layout system to translate those purposes.

We aim to create a type that could speak louder than the image and strongly deliver the messages. Therefore, we use two different classification and fluid layout system to translate those purposes. 

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MFL's Color Swatches

The primary brand colors are designed to be neutral, to pop out in combination with any color.

The primary brand colors are designed to be neutral, to pop out in combination with any color.

The primary brand colors are designed to be neutral, to pop out in combination with any color.

White

Silver

Black

Packaging

Concept and Implementation

We redesigned the packaging to be reflective of messages on the Monogram. We used the torn sticker of the packaging to strengthen the brand message (break the standard anyway!).

We redesigned the packaging to be reflective of messages on the Monogram. We used the torn sticker of the packaging to strengthen the brand message (break the standard anyway!).

MFL-Pack-LATEST1
MFL-TOP_SEAL
MFL—Bigger-Bottom

Top sticker seals—colored after the actual liquid lipstick swatches. Actual product will have tear at the tip.

Top sticker seals—colored after the actual liquid lipstick swatches. Actual product will have tear at the tip.

Top sticker seals—colored after the actual liquid lipstick swatches. Actual product will have tear at the tip.

The bottom sticker—placed on the bottle and used to inform the color type of lipstick, also scribbled with product details.

Key Visual

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Other Collateral

Event Invitation

Website

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\\' Creative Agency

We design meaningful brand experience.

© 2019Indonesia

© 2019 \\'

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