AI VENTURE BUILDERMF/02 · Beauty
A lip-matte brand built for the camera-first shelf.
A confident identity and product system that translates naturally from packaging to creator content and digital commerce.
The venture story
A product range designed as a commercial platform.
The collection needed to hold attention at three distances: as a premium object on shelf, as a shade decision on a phone and as a confidence story in campaign content.
A coordinated shade family gives each colour its own mood while the black-and-gold pack system makes the full collection unmistakably Mesfleur.
The system was designed for beauty boutiques, pharmacies, professional studios, creators, e-commerce and distributor-led expansion.
Warm editorial light, intimate portraiture and precise product close-ups turn shade selection into a story of self-expression rather than a simple swatch chart.
The challenge
Finding the clearest strategic opening.
The product needed to remain distinctive across physical retail, mobile commerce and fast-moving creator content while supporting multiple shades.
The response
One connected system, designed to move.
- 01Built a visual language around colour confidence and close-up product behaviour.
- 02Designed a modular shade and packaging system for range expansion.
- 03Connected product education, creator direction and commerce storytelling.
Campaign system
One visual language, expressed across every customer moment.
A curated view of the product, range and campaign artwork—built to remain recognisable from a fast mobile scroll to the retail shelf.
More from the campaign
Full-length campaign cuts.
Press play to watch each complete film and explore the campaign in motion.
Built as a system
Outcome