Evil Eye Beauty Branding.
timeline. 2019
client. Classroom Assignment, NIFT
type. Branding
Brief
To pick up a small-scale brand and create an engaging re-branding through motif formation and relevance.
Logo Formation
& Colour
The lucky symbols are supposed to block out negativity and protect from evil. Applying the same concept to beauty, the evil eye derives its symbolism from the evil eye amulets that heal and protect your skin from heat and pollution.
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The design is clean and minimalistic with a cool colour palette of blue hues that symbolises purity and calmness that depicts our brand pretty well.
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The motif is self-explanatory of an eye in the centre creating a shield of protection. A play on typographical lettering has been done to maximise the brand value.
Motif Derivation
Evil Eye has been a superstition followed by numerous cultures through time immemorial. The idea was to generate motifs from varied beliefs that are proven to wave off the evil through it and create a compelling brand motif from it.
Antolian Rug : Turkish Motif
Burdock is a plant with burrs which s8ck to the clothing of people and the hair of animals. It is believed to be capable of warding off the evil eye. On the other hand, the fact that the term “like a burdock” means full of flowers, accounts for the use of this mo8f on flour bags as a symbol of abundance.
Meander / Key : Greek Motif
The Greek Key was the most important symbol in the eyes of the ancient Greeks and Romans. The pattern, also known as the Greek Fret, consists of interlocking spirals with right angles and represents unity and infinity. The Greek culture believed that any unknown disease was caused because of an evil eye.
Hamsa Amulets : Islamic Motif
This symbol of an eye embedded in the palm of an open hand has had numerous other names throughout the ages, including the eye of Fatima, the hand of Fatima, and the hand of Miriam. The form is sometimes rendered naturally and other times symmetrically with a second thumb replacing the little finger.
