ELMO COSMETICS is a Congolese skincare & beauty boutique that sells genuine products. They mainly sell their products in their physical boutique located in Kinshasa (DRC). ELMO means “Elle & Moi/Entre Copines” in French (“You & Me/With The Girls”), the brand is dedicated to women who love enjoying, sharing & playing with beauty products. Taking care of themselves & others.
During 3 years, they had difficulties setting up a visual identity for their brand. Indeed, they changed their logo design two times by trying to design it themselves: they noticed it’s not an easy task.
I suggested to my client two strong distinct suggestions :
In graphology, the roundness of letters is synonymous with sweetness, femininity, freshness, and also youth. Each letter has its graphic particularity but remains in harmony. It was important that the “L” be higher than the others so that it was not confused with an “i”.
I designed this second one with straight shapes: classic by its look, but modern by the way each letter is drawn. I really wanted the “O” to bring uniqueness to the brand’s name by giving the impression that is designed from another angle. This second suggestion gives a strong impression of femininity as well as luxury. This the one that my client has chosen.