MILK+MINT Agency partners with entrepreneurs and businesses to conceptualize and develop new brands. We focus on those with a strong message for progressive movements, sustainability, and social + environmental missions. MOONSTONE is an example of the first stage in exploring the inspiration, story, look and feel of a brand. For more information please visit www.MilkAndMintAgency.com or get in touch with Creative Director, Katheryn Bwye (kat@milkandmintagency.com).

1. O R G A N I C | V E G A N | M I N E R A L B A S E D | E T H I C A L L Y M A D E
Mineral Makeup for Natural Beauty

2. Mineralism is a play on the growing “Minimalism”
movement as well as focusing attention on the main
ingredient of YB products - minerals. It leaves a lot
of room for adapting colors and styles as the world
of minerals is very diverse. From polished gem
stones and beautiful crystals, to the raw formations
found in nature, there is plenty of inspiration to use
as a starting point for any branding materials.
Also weaved into this concept is the idea that we are all
earth-made. Like minerals, we as humans are unique
in our many shapes and layers of characteristics,
and we are all precious and beautiful in our own
ways. Whether one identifies as salt of the earth
or a diamond in the sky, beauty is naturally present.
Due to the nature of this concept having many
styling options, it is focused on presenting the
flexibility and variety it can yield if further developed.
This concept can either focus on one sub-direction
within the concept, or it can apply various directions
to collections or seasons. The look and feel can
be easily adapted to more niche demographics or
age groups.
The Minimalism Concept is as basic or layered as
the MOONSTONE brand wishes to make it, just like
the many styles found in minerals used for this makeup
collection and the unique beauty in each human.
T H E C O N C E P T
Mineralism
Whether one identifies
as salt of the earth or
a diamond in the sky,
beauty is naturally present.

3. There is beauty in individuality
and beauty in being mixed together.
M i n e r a l s a n d y o u ; n a t u r a l l y b e a u t i f u l a n d a l w a y s u n i q u e .

4. I n s p i r e d S e l e c t i o n P a c k a g i n g A p p l i c a t i o n
Packaging that has more structure, edges, and cuts will help reinforce
this concept. Basic or added layers of texture and deco would work
with this concept, though the latter would help set the MS brand apart
from the minimalist look currently trending.
The shapes used for visual materials, including page layout and packaging,
should be inspired by natural shapes found in minerals (like classic crystal
shapes) and traditional jeweler cuts we are familiar with. This will help drive
the idea of the products being made from natural mineral based ingredients.
Shapes

5. L a y e r s C o l o r P a l e t t e
There is an endless variety of color palettes that nature has designed
perfectly in mineral formations. MS can either stylize itself on a few
chosen inspired palettes (samples below), or it can apply one per
product or per collection depending on the budget and the number
of products MS launches per year.
Within mineral formations we find layers of color and texture. So layers
should be applied wherever possible to the brand’s visual collateral.
Pages should be broken into layers with color blocks and textured
background dividing space. Packaging and product should also use
layers and color blocks to convey this idea.
Layers & Color

6. Styles
P l a y f u l / B r i g h t
Gems: Use for playful, cheerful, brighter,
daydream type of styling.
M y s t i c a l / S m o k y
Crystals: Use for mystical, moody, mysterious,
and spellbound type of styling.
L u x u r i o u s / R i c h
Geodes: Use for classy, luxurious, rich, and
exotic type of styling.

7. Natural Layered With Playful

9. Playful Layered With Magical

11. Mysticism Layered With Minimalism

13. Nature Layered With Luxury

15. # m i n e r a l i s m
# m o o n s t o n e