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Mad For Lipstick
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Brand Setup
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Year
2017
Industry
Beauty
Scope of Work
Brand Strategy \ Visual Identity \ Brand Expression \ Packaging System \ Packaging Development \ User Interface \ Set Direction \ Styling \ Brand Guideline '
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. 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.
Challenge
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.
Brand Strategy
Secure MFL position in the market by infusing a strong sense of cause which stands/supports every woman's hidden aspiration.
{We define our own beauty}
Idea
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.
Monogram
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.
Colors
The primary brand colors are designed to be neutral, to pop out in combination with any color.
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.
Packaging
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!).
Typography
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.
Mad For Lipstick
Upon Request
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Elena Ekanahardy
Reagan Wijaya
Sisiana Pradita
Wildan Ilham
Others
Dimas Danu
Fajar Apriyadi
Stephanus Mering