Almay, a makeup brand designed for sensitive skin, approached Mother to redesign their visual identity. The brand had multiple subfranchises, each designed and conceptualized in isolation of one another, an arbitrary color palette, and competing levels of hierarchy.
We refined the Almay wordmark and created a new “drop” icon that became the core of the entire identity system. We also established a new color palette, unified typography system, and created proprietary componentry where the icon formed the shape.
Designed at Mother New York;
Creative Direction: Michael Ian Kaye; Design Direction: Paulina Reyes; Designers: Henrike Dreier, Gillian Haro, Pedro Messias, Candice Ralph, Damien Saatdjian