Maitá is a cosmetics line that believes in the power of conscious consumption and its impact on society. In this branding project, every aspect was carefully crafted to transmit the company's purpose and bring a human touch to the market. From naming and logo to visual identity and packaging, the brand aimed to symbolize the individual and their collaboration in collective society.
The name Maitá was chosen for its feminine and strong qualities, representing Brazilian biodiversity and its ecological richness. The visual identity was inspired by the expressions and features of the human face, with a series of shapes and curved lines creating textures, symbols, and shapes. The typography of the logo carried a quarter circle as its base shape, while the chosen fonts balanced out the design with modern and humanistic elements.
Nature, people, and source materials were the inspiration for the color palette, resulting in an eclectic and versatile range of tones. The packaging featured a unique texture that represented the power of expansion and possibility, with colors inspired by the source materials of each product. The display of information was planned with a clear and objective hierarchy, highlighting the brand's concepts of community and plurality.
Maitá is a brand that understands its impact on the world and aims to make a positive difference through a partnership with nature and regional Brazilian manufacturers. Their love for the Brazilian biome and natural production processes is transmitted through their real and accessible products. With a strong brand identity that stands out from its competitors, Maitá is a brand that represents conscious consumption and the power of collective action.
Branding and visual identity artifacts
- Customer service: Alex Reuter.
- Creative direction: Alex Reuter, Guilherme Rosa e Juliano Jover.
- Naming: Karine Bono.
- Designers: Alex Reuter, Guilherme Rosa e Juliano Jover.
- Architecture: Vanessa Larré.
- Photography: André Vandelo.
- Implementation: Amanda Brandão.
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