Brand identity and logo design for London-based startup Muihood - a new skincare company with a fresh outlook on beauty standards. Muihood aims to empower all women of colour, while simultaneously tackling issues around product waste and sustainability.

The founder and young entrepreneur Charlotte was the main inspiration for the visual identity, giving the brand its unique and bold personal flare. Her Chinese heritage can be found in the logo design, its thick chunky shapes and delicate corners mimic the  movement of calligraphy brush strokes, and the unconventional squares inside the OO’s are a subtle nod to the Chinese lucky coin.

The colours are strong, punchy and playful, with a dominant bright orange that immediately grabs your attention. This beauty brand is not here to fade into the background, but make a statement on inclusivity and our environment.

*Social template imagery are exemplary only