Belong to Mum
(MELBOURNE · AUS · 2024)
(BRANDING)
Belongs To Mum is a Melbourne-based beauty brand inspired by the nostalgia of borrowing your mum's makeup as a child, reimagined through a collection of simple, versatile, high-quality essentials.
The project encompassed the complete brand identity, including a comprehensive style guide, packaging design for four nourishing lip and cheek tint palettes, and a suite of promotional and marketing collateral.
Borrowed. Never Returned.
Belongs to Mum began with a familiar childhood ritual: reaching into your mum’s makeup bag, trying something on, and not being quite ready to give it back. Borrowed. Never Returned. captures that playful nostalgia and turns it into the emotional foundation of the brand.
The identity balances sentimentality with a contemporary beauty aesthetic, using soft forms, warm colour and tactile product design to evoke something treasured and passed between generations.
© Graphic design by estelle
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Aunty
WARM dusty rose
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Nana
cool DELICATE MAUVE
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Grandma
WARM RICH BERRY
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Mum
WARM SOFT CORAL
The Brand
HEX #6A2238
RGB 228 / 192 / 17
CMYK 12 / 20 / 94 / 2
HEX #BA8488
RGB 228 / 192 / 17
CMYK 12 / 20 / 94 / 2
IVY PRESTO DISPLAY
HEX #F7F1EE
RGB 228 / 192 / 17
CMYK 12 / 20 / 94 / 2
SWEET SANS PRO
HEX #92A6C3
RGB 228 / 192 / 17
CMYK 12 / 20 / 94 / 2
The product range was developed beyond the visual identity to explore how Belongs to Mum could exist as a tangible beauty brand. Each compact was designed and rendered in Cinema 4D, allowing me to develop the product’s form, proportions, materials and finishes in three dimensions before bringing it into campaign imagery. The process involved experimenting with curved surfaces, reflective gold detailing, colour, lighting and realistic material behaviour to create a cohesive set of blush and lip-and-cheek palettes.
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PRIMARY LOGO
LOGO MARK
