Mino Beauty — an international cosmetics brand for modern Eastern women. The project was built around the idea of the Modern East: culture reinterpreted through typography, color, rhythm, and texture.

My role focused on shaping a scalable visual system that balances Eastern character with contemporary European aesthetics — from a fluid, high-contrast serif logo to a saturated color palette inspired by Morrocan architecture and eastern spices.

Products are organized into distinct lines, each defined by its own color. This approach simplifies navigation, improves clarity at shelf and digital touchpoints, and reinforces a cohesive, well-structured brand system.