M*Lab
A Vietnamese cosmetics brand, launched a comprehensive rebranding initiative.
About the project
A Vietnamese cosmetics brand.
In its previous iteration, MLab was known for its highly reliable products, practical effectiveness in the beauty industry, and accessible pricing. Upon its return, M*Lab aimed to strengthen its unique positioning as a brand that skillfully combines new Scientific advances with the enduring power of Nature, visually communicating the value of unlocking inherent beauty through distinctive identity system and packaging.
To tell this story, we explored the grand concept from nature’s miraculous power, specifically the fundamental cellular structures that form the foundation of all beauty. The identity system employs minimalism and strategic whitespace to honor natural beauty through visual image from nature.
Alongside this, the logo was designed using the Right Grotesk typeface, stylized with an asterisk, symbolising the process of innovation – the technological transformation of natural elements into refined products.
The color palette was also inspired by nature with countless options for future product lines, but with youthful pink representing beauty, vitality, and inspiring consumers. The overall simplicity of the identity system has contributed to creating a flexible foundation for the brand’s future development.
Building upon the brand identity system we previously developed for M*Lab – which drew inspiration from nature’s most fundamental yet extraordinary elements – the packaging design inherits this philosophy through the strategic use of organic dots. This visual system serves as the primary design language, symbolising how small impacts gradually amplify into the greater power of nature.
In this packaging design project, we developed a facemasked pack and boxes – featuring mirror materials that evoke the brand’s technological feel and serve as a thoughtful metaphor reflecting beauty and nature through a mirror, creating a meaningful connection between the product and its natural origins.
This brand’s journey continues to hold great potential in both present and future. As brand designers, we are delighted that M*Lab shared how the new identity system has contributed to making their expansion activities powerfully effective!
Brand Identity Strategy, Art Direction and Packaging Design by Huỳnh Minh Thống and Nu Nguyễn
Project Manager: Nguyễn Ngọc Trân Châu
3D design: Bảo Ngân
Motion design: Phùng Mạnh
