“Morphe is the makeup choice for the Instagram generation.”

We are proud to have worked alongside the Morphe team to create branding that makes an impact, pushes boundaries and dares to create as much as they do. Released this week, their new branding and packaging has already gone down a storm. Having grown a glamourous fanbase of 5 million people on Instagram in 3 years, Morphe has become world famous, loved by professionals as much as their fans. We were tasked with the exciting job of working with the Morphe team to create a new brand identity, and product packaging, as well as a new tagline. Exploring the ever changing landscape of the beauty industry was key in developing a strategy that was both parts relevant to the consumer now, but would also remain future proof over the next few years. We used Instagram to heavily explore the personas of the people interacting with the brand online and how their message is proliferated. Having learnt all about the brand, the founders, the influencers and the brands they work with and – most importantly – their fans, we wanted to focus on the creative edge, the rebelliousness, and the community which Morphe inspires.

The logo is refined yet bold and strong, lettering has been sculpted with subtle flicks to mirror makeup artistry. We created paint strokes using the Morphe brushes that became a bespoke language, from this a signature brush stroke was chosen to represent the brand, with a subtle reference to the Morphe M.