Makatan

Development of identity for an innovative cosmetics brand inspired by the Hawaiian Islands. The project combines modern blue light protection technology with natural ingredients in a premium yet accessible product for active urban residents. The brand's target audience is predominantly Generation Z and Millennial women (20-40 years old) living in major European and North American cities. These are tech-savvy professionals who value effectiveness, naturalness, and authenticity in their self-care routines.

The main goal was to create a vibrant, modern cosmetics brand. The brand should convey the atmosphere of the Hawaiian Islands and attract a young audience. An important aspect was effective performance in both digital environments and physical media. The design needed to emphasize the balance between innovative technology and natural ingredients.

The starting point was analyzing the brand's key values. The foundation was built on blue light protection as a response to modern challenges, inspiration from Hawaiian nature, combination of innovation and natural components, accessible luxury, and simplicity and ease of use. Special attention was paid to the target audience's needs: desire for skin protection from digital exposure, interest in natural ingredients and eco-friendly packaging, and preference for effective and easy-to-use products.

We developed a brand mark using handwriting technique, which emphasizes the brand's naturalness and authenticity. The central element became a stylized Hawaiian flower, symbolizing the product's natural origin and its connection to tropical themes.

Archivo Black / DM Sans / Southern Aire

The protective zone equals the height of the logo (01). The pattern's protective zone equals half the height of lowercase letters (02).

As a result of the project work, a complete branding package was created. The development includes a logo and brand mark, decorative patterns, corporate color palette, brand book, and mockups of cosmetic product packaging. All identity elements were developed considering printing specifications and the need to maintain color vibrancy during production.