Morphe | Strategy, Design & Deliver of new Branding and Packaging (2024)

MORPHE IS THE MAKEUP BRAND OF CHOICE FOR THE INSTAGRAM GENERATION, GROWING A CLAMOROUS FAN BASE OF 5 MILLION ON THE PLATFORM IN THREE YEARS.

Their huge range of affordable brushes, palettes and cosmetic products have become world famous, loved by professionals as much as their fans.

We were tasked with the exciting job of creating a new and more design-led brand identity, product packaging, and a new tagline.

Follow our journeySee the end result

Strategy

“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH”

Michael Sheridan - Chairman and Founder

Discovery

Exploring the ever-changing landscape of the beauty industry was key in developing a strategy that was relevant to the consumer now, but would remain future proofed for a number of years.

We used Instagram heavily to explore the personas of the people interacting with the brand online and how their message is proliferated.

Direction

“WE ARE FIERCE, UNAPOLOGETIC, AND FREE. SO GO ON…BLEND THE RULES.”

Having learnt all about the brand, the founders, the influencers and 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 new tagline ‘Blend The Rules’ was born.

Design

“If you want to make your consumer feel something, you have to know how to translate brand to identity.”

Michael Sheridan - Chairman and Founder

Brand Identity

The Morphe logo was crafted to give the identity a new lease of life. The logo is refined yet bold and strong, with lettering that has been sculpted with subtle flicks to mirror makeup artistry.

We created paint strokes using the collection of 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’.

Creative concepts

Concept 1

Concept 2

Concept 3

Concept refinement

The final concept

Concept Management

We developed the brand identity to encompass a bold brush stroke, a tribal mark that expresses Morphe’s diverse artistry. The colour palette celebrates the Morphe red in a subtle way, mixed with metallic textures and tones.

The brand has been translated across marketing material and packaging.