MuLondon draws on organic roots for new brand identity

The UK skin care brand has overhauled its packaging, highlighting certification from Soil Association and 1% For The Planet

MuLondon, an organic skin care brand, has revealed a new brand identity with updated packaging and striking visuals.

The new pack designs were drafted by designer Marcos Dos Santos Lisboa. They feature large areas of white space and clean lines with bright splashes of colour.

The packs also highlight the brand’s organic credentials with certification seals of approval from Soil Association, 1% For The Planet and Certified B Corporation.

Being a member of US-based 1% For The Planet means MuLondon has pledged to donate a minimum of 1% of annual sales to support environmental non-profit organisations.

Dos Santos Lisboa said the aim was to develop a new visual perception of the brand based on its organic origins and respect for nature.

“Simplicity and purity were the main ingredients I used to reflect the new brand identity for MuLondon,” he said.

“During the creation process, Paul Cézanne's explorations of geometric simplification and optical phenomena were my references.

“The result is a graphic abstraction inspired by nature: a flower field, an ingredient, a fragrance. Additionally, the careful choice of colours was instrumental in capturing the true essence and personality of each product.”

The brand has also released some new lifestyle photos shot by professional photographer Cristina Colli.

She said she “jumped at the opportunity” when MuLondon approached her. “Flowers and plants are my favourite subjects,” she said, “and my artistic vision was in line with MuLondon's, so it felt very natural to create images for the brand.”

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