Playing on the idea of androgyny, this unisex branding identity for cosmetic brand Yümi breaks from tradition and experiments with stereotypical colors and packaging ideas to prove masculine and feminine looks no longer mean anything.
Another thing that makes this unisex branding identity unique and completely fresh is that the design is reflective of the chemistry used to make all these different perfumes, body lotions and shower gels. Instead of the usual branding that dresses up cosmetics with pretty text and sleek sophisticated design identities, designer Natacha Algani went for something that was humorous and eccentric.
"This idea is to create the love elixirs new generation, where chemistry replaced witchcraft. The product name are molecular formulas, for exemple, the oil-serum is named C18H34O2 (the molecule of oil)," says Algani.