MuLondon revamps brand identity, adds key eco certification credentials

By

Sandra Halliday

Published
Feb 23, 2017

UK-based organic skincare company MuLondon has updated its brand identity as part of its aim to better convey its “clean, simple, modern and honest” company values.

The nine-year-old independent firm, which offers vegan formulas, has updated its website and repackaged its products. Its moisturisers are now packed in heavy-duty glass jars with white lids while the cleansers come in semi-transparent foamer bottles with frosted caps. The line-up has also been given new matte-laminated labels.

The packaging incorporates large areas of white space and clean, simple lines with dashes of colour. The colours were chosen to reflect each formula’s specific characteristics, its “unique fragrance and healing properties,” the company said.

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The new brand identity was created by Marcos Dos Santos Lisboa, an award-winning international designer, who said “the aim was to develop a new visual perception of MuLondon, based on its organic origin, respect for nature and expertise.”

He took Paul Cézanne's explorations of geometric simplification and optical phenomena as references to create “a graphic abstraction inspired by nature.”

The company also commissioned Cristina Colli to create new lifestyle photos for brand.

At the same time as the brand revamp, it also announced that it has achieved three key seals of approval. They include The Soil Association Organic (the main organic certifier in the UK); 1% For The Planet, a certification that comes on the back of it pledging to donate at least 1% of its total sales to environmental non-profits; and Certified B Corporation, which is a certification available to for-profit businesses that meet rigorous standards of social and environmental performance, accountability, and transparency. It is the first UK skincare company to be certified via the latter.