Brand identity · Beauty, Dubai
YAHYAH
A minimal, mirror-monogram identity for a Dubai beauty brand. A clever YAH mark that reads both ways, a palette of warm tan, soft grey and black, and a full editorial system built for the shelf and the feed.
1
Monogram, read two ways
3
Colours: tan, grey, black
4
Logo routes explored
1
Final mark, the mirror
The brief
A beauty brand that needed a mark worth remembering
YAHYAH is a beauty brand in Dubai, entering a category where most logos are interchangeable thin serifs. The brief was to find a mark with an idea in it, something minimal enough to sit on a foundation bottle but distinctive enough to recognise from across a store.
We explored four routes and landed on the mirror. YAH stacked over its own reflection, so the name reads top to bottom and the logo does a quiet double-take. Simple, modern, and unmistakably its own.
The mark and palette
Read it twice
Warm Tan
#C1976C
Soft Grey
#A4A6A9
Black
#000000
White
#FFFFFF
What we shipped
From bottle to lookbook
A mirrored monogram
The final mark stacks YAH over its own reflection to spell the brand both ways at once. Set in Acre Medium, it is the kind of logo that does a double-take for you, simple, modern, and a little clever.
A skin-tone palette
Warm tan, soft grey and black. The tan nods to foundation and skin without being literal about it, and the neutral system lets the product and the faces carry the colour.
An editorial system
Product and packaging, tote bags, a repeating monogram pattern and a campaign look built around real, diverse faces. Minimal enough for a shelf, rich enough for a magazine.
Rolled out across
Everywhere beauty sells
How we approached it
Four calls that shaped the system
One idea, done properly
A beauty brand can get away with a plain wordmark, but a memorable one earns free recognition. The mirrored YAH is a single strong idea, executed cleanly, that people clock and remember after one look.
Let the faces bring the colour
The system is deliberately neutral so the product and the people supply the warmth. Diverse models, real skin, soft grey backdrops. The brand frames them instead of competing with them.
We explored, then committed
We worked through four logo routes before landing on the mirror monogram. Showing the range mattered, but so did making a confident call. The final mark is the one with the most life in it across product, pattern and print.
Made for the shelf and the feed
Beauty sells in two places now: the retail shelf and the phone. The minimal mark and the editorial layouts were built to hold up at thumbnail size and at full-page, with the monogram pattern doing the work in between.
Want a mark people actually remember?
Beauty, fashion, retail. We build minimal identities with a real idea inside, made to work at thumbnail and full-page.