Mamé Beauty
Made for you Rooted in Ghana
Project Scope
Art Direction Brand Strategy Visual Identity Copywriting Brand Collateral Packaging
Industry
Beauty
Mamé Beauty is a natural, ethical skincare brand committed to introducing products made of Ghanaian ingredients to women of all walks of life. Their goal is to elevate skincare made with melanin in mind, and simplify the journey to joyful healthy skin.
Mamé came to us with her vision during the research and development phase. We were immediately inspired by her story, her vision and also the gap in the market for companies that focus on melanin. We worked closely with her, crafting an earthy color palette, logomark and design system that extended perfectly to packaging and beyond.
Inspiration from Ghana
The Adinkra Symbols
The logomark is a reflection of the sun and the moon, speaking to the states of day and night, and how many of our beauty practices are reflected in routines done in the morning and before bed. It’s also inspired by the Adinkra symbols, a library of graphic illustrations native to Ghana’s history. According to the South Carolina Department of Education, Adinkra symbols express various themes that relate to the history, beliefs and philosophy of the Asante people. Most have rich proverbial meaning; use of proverbs is considered as a mark of wisdom. Other symbols depict historical events, human behavior and attitudes, animal behavior, plant life forms and shapes of objects. Adinkra symbols continue to change as new influences impact Ghanaian culture.
Reflecting Nature’s Hues
For a brand that’s as much a revolution as it is a reflection of the men and women they intend to serve with their products, it felt only natural to… go natural with the color palette and imagery. Our visual language revolved around the earth, around natural ingredients, around encouraging people of color to shine in their natural state of beauty and care. We leaned into a palette of ember, orange and mahogany, with hues of greens & violets to accentuate with highlights and pops of contrast. The colors speak to the glowing embers of fires long ago, of life and the breadth of flora in Ghana, from the baobab tree to the flax lily.
