Le mini macaron
Services
Art Direction
Branding
Visual identity
Packaging
Art Direction
Branding
Visual identity
Packaging
Category
Beauty
Clients
Christina Kao
art director
Laurène Calvez
Strategy
Laurène Calvez
Maxine Balchus
Laurène Calvez
Maxine Balchus
Year
2021
Need
Need
The challenge was to bring coherence into a fragmented visual identity at that time. Elevate the brand, making it feel more contemporary and aspirational while maintaining its fun and creative spirit, appealing to a wider audience.
The challenge was to bring coherence into a fragmented visual identity at that time. Elevate the brand, making it feel more contemporary and aspirational while maintaining its fun and creative spirit, appealing to a wider audience.
Need
The challenge was to bring coherence into a fragmented visual identity at that time. Elevate the brand, making it feel more contemporary and aspirational while maintaining its fun and creative spirit, appealing to a wider audience.
Concept
"We believe in feel-good beauty. In a way to express your creativity and a touch of little joie de vivre to your routine. We believe that nail care is self-care and that a little pop of color or shine will always boost your mood." This brand statement was crafted to encapsulate Le Mini Macaron’s playful and uplifting spirit. I translated this same energy into the art direction, ensuring that every visual conveyed a sense of fun, creativity, and spontaneity. Rather than positioning Le Mini Macaron as a traditional beauty brand, the approach turned it into a creative playground—where nail polish is less about perfection and more about self-expression and joy.
Concept
"We believe in feel-good beauty. In a way to express your creativity and a touch of little joie de vivre to your routine. We believe that nail care is self-care and that a little pop of color or shine will always boost your mood." This brand statement was crafted to encapsulate Le Mini Macaron’s playful and uplifting spirit. I translated this same energy into the art direction, ensuring that every visual conveyed a sense of fun, creativity, and spontaneity. Rather than positioning Le Mini Macaron as a traditional beauty brand, the approach turned it into a creative playground—where nail polish is less about perfection and more about self-expression and joy.
Creation
The resulting design created a playground of multiple colors, warm in tone but adaptable to all their color ranges, respecting a harmonious monochrome. The logo was reworked by rethinking its essence: from their iconic LED lamp in the shape of a macaroon, which I chose to purify by creating a round shape, deployed in a pattern to create a simple, cheerful and modular visual language. The typography was also chosen for its readability and accessibility, with rounded serifs in keeping with the brand's DNA. Fine typography work was then carried out to bring legibility back to the packaging, while retaining the overall cheerful, accessible spirit.
Christina Kao
Co-founder and CEO
A big thank you for the work you have done in recent months, I measure all the professionalism and talent it takes to achieve a service of this level, both for the result and for the management of the collaboration.