Beauty feels restricted. Like we have more need to conceal than to honor. Like there is a right way and a wrong way to do things. Like we need to “catch up” to feel beautiful. Like we need to be updated, be familiar with trends, and be like those we see on our screens rather than just, be. Beauty feels standard. We reject standards. We believe that beauty is in anomalies.
The wordmark, set in Misto, is bold, confident and playful. The versatile O in the center leaves the logo free to be changed as per the needs of each product line while still retaining its unique identity. Smaller information is set in Poppins and Montserrat.