A celebration of natural beauty and natural ingredients.
We worked with cosmetics brand, Minuet, to promote body positivity, natural beauty and body hair choices.
- Art Direction
Minuet is a vegan and artisan cosmetics brand, founded in the Mediterranean region by biologist, Noemí Vilaró. They came to us to provide them a comprehensive range of services including: branding, packaging design, copywriting, art direction, photography, cinematography and web design.
We truly believe in the power of how an object can speak to its audience. Keeping this in mind, we decided to focus on the glass jar as the core element, and then the box almost like its second skin.
Minuet select the best quality and organic ingredients in order to create formulas that provide the maximum benefits with the minimum ingredients. ‘Less’ is their motto, so we decide to collaborate with the writer, Leti Sala, to create a phrase for each product to transmit, in a poetic way, the benefits of each product. The concept was that each phrase could be ‘trimmed’ twice but still retain meaning. The poem looks like three different phrases, each said by Minuet, which all stem from the original longer phrase. Finally, the frottage artwork placed on the internal side of the boxes allows us to connect metaphorically "nature" and "skin" with a single technique.
While products are unisex and for the entire family, we were inspired by the concept of sorority to create the videos. We wanted to show woman caring for each other, while Minuet helps them care for their organisms. We chose real woman not typical of the socially constructed ‘beauty’ standard, in order to encourage women to be proud of their natural beauty and body hair choices.