Muah is a new cosmetic company based in Los Angeles, California that prides itself on producing cruelty-free makeup.
I was approached by the owner to design a logo and identity system for the brand.
The custom wordmark is a beautiful script based on a pre-exisiting typeface, but given a major tune-up. More on that later.
The icon is a unique and timeless mark based on a kiss that's modern, distinct, and full of character. The silhouette of the top lip is reminiscent of the letter M, and the inner shape, which also acts as a star, works to separate the lips according to their natural curve. It's a central point of emphasis that's as piercing as the sound of a kiss.
Here's a closer look at the work that went into creating the wordmark. I discovered a font designed by Brandon Nickerson called BN Callina. It's beautiful in its own right, but had a lot of qualities that made it unfit as a logo. Hours upon hours of massaging out the kinks and adding some unique flair went into giving the script new life.
