Mrayti - Brand identity for an at-home beauty app
“
A friendly face for beauty that comes to your door.
Mrayti
Brand identity, 2019
About the project
Mrayti is a Jordanian startup, founded in 2016, that brings beauty services to women at home. Clients book stylists for hair, nails, face and body through the Mrayti app. Its original logo was Arabic calligraphy. In 2019 we redesigned the brand around a simple face and the line Every face tells a story, ahead of a campaign to grow the app across Amman and Irbid.
Project
Mrayti Brand Identity
Industry
Beauty Services
Location
Amman, Jordan
Date
2019
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Client Request
Mrayti asked for a brand uplift before its launch campaign: a stronger logo and identity, plus printables, bags, uniforms, stickers and badges its stylists could use with customers.
Mrayti
Request for proposals, November 2018
Design Pillars
Core Brand Principles
A smiling face with closed lashes that feels warm and personal.
Poppins and GE SS Two in matching weights, so both languages look like one brand.
Uniforms, ID cards and bags help women know the stylist at the door is from Mrayti.
Exploration
From Calligraphy to a Face
2016, The Original Logo
Mrayti’s original logo wrote its name, Arabic for my mirror, in calligraphy with a hand mirror inside the letters.
2019, A Face and a Story
We drew a simple face, with a fringe, closed lashes and a coral smile, and paired it with the line Every face tells a story.
2019, The Full System
The face became the icon next to a clean MRAYTI wordmark, with a 35-page identity guide for every use.
The Challenge
Problem Statement
The Main Goal: A Brand Women Trust at Home
Mrayti sends stylists into clients’ homes, so the brand had to earn trust fast. It needed to feel warm and reliable, look the same on the app, social posts, uniforms and bags, and work in Arabic and English.
“
Mrayti Brand Identity communicates forward thinking. It represents Jordan to the world.
Mrayti Identity Guidelines
Plexable, March 2019
Our Approach
Solution
A Complete Identity System
Logo, colors, type, pattern, photography, stationery and uniforms, set out in a 35-page identity guide and a brand book of everyday uses. It is an example of our Branding work.
01 - Logo and Icon
A face icon and MRAYTI wordmark, with clear-space, size and placement rules.
02 - Color and Type
Black and coral red, eight secondary colors, and Poppins and GE SS Two in three weights.
03 - Brand in Use
Stationery, uniforms, a stamp, ID cards, bags, shampoo bottles and social posts.
Before & After
The Blueprint & Evolution
Original Logo to New Logo
We redesigned Mrayti’s original logo for its app and launch campaign.
Before: the original Arabic calligraphy logo with a hand mirror.
After: a face icon, the MRAYTI wordmark and the line Every face tells a story.
Design
Key Features
A Pattern from the Face
A free-hand pattern drawn from the Mrayti face, for bags, packaging and backgrounds.
Uniforms and Bags
Black stylist uniforms, plus drawstring and tote bags with the face pattern for every visit.
Design System
Visual Identity
Typography
Poppins for English and GE SS Two for Arabic, in light, medium and bold.
Color Palette
Black and coral red lead, with eight brighter colors for campaigns and social posts.
Brand Rules
Clear space, a 2.5 cm minimum size, four color versions and a page of what not to do.
Impact
From Brand Book to Doorstep
Results for Mrayti
The identity gave Mrayti one look for its app, social posts, printed rollups and stylist kits, ready for its campaign in Amman and Irbid.
Mrayti
Result
By the Numbers
35-Page Identity Guide
Logo, colors, type, stationery, uniforms, packaging and social posts in one book.
2 Typefaces
Poppins for English and GE SS Two for Arabic, matched weight for weight.
10 Brand Colors
Black and coral red, plus eight secondary colors for campaigns.
Exploration
The Logo Journey
From Mirror to Face
Mrayti’s original logo, from 2016, was Arabic calligraphy with a hand mirror. In 2019 we replaced it with a face icon and a clean wordmark, and showed them on packaging, bags and social posts.
Final Showcase
The Mrayti Brand
