Since 1965, Mylène has built a brand that empowers women. A brand that rhymes beauty products with community, bringing women together at parties, and selling to a live audience. How to translate the personal touch of Mylène’s consultants into an online brand, though? And can we make that sense of community tangible? Those indeed were the questions.

We streamlined the brand architecture and did a bit of weeding in Mylène’s forever-growing catalogue. As for the brand, we wanted to bring together both the older and younger generations around a fresh story. One that echoes the Mylène story: a brand for women, by women. And one that resonates with moms and their daughters. Because as it goes with heritage brands: they’re passed down from one generation to the next.

While we kept the familiar logo, we picked four new powerful colours: empowering orange, fierce purple, strong pink and soothing sand. In addition to the new colour palette, we developed a distinctive typography: a custom typeface, with a curly script letter shaking things up here and there. Mylène is a brand that revolves around the personality of its consultants. This font, along with all the other brand elements, reflects just that.

We weaved an empowering thread through all brand assets, from fresh photography showcasing strong women to motion design, packaging, and custom illustrations.