MORPHE
Morphe
Design Army
Creative DirectionPum Lefebure
Sucha Becky
Mariela Hsu
DesignBynn Shen
Chloe Jung
Jason Chae
The logo was redesigned to feel streamlined on both print and digital applications. The shortened X-height allows the brand to exist in even the most spatial constrained environments.
The brand identity was anchored by an evolving library of ‘M’ icons highlighting Morphe’s spirit focused on individuality and fluidity. This ‘M’ icon system exists primarily on primary and secondary packaging design. The ‘M’ icons assigned to core products are also visual representations of the product category themselves.