GLAM is a cosmetic brand from Canada that produces cosmetics with diamond powder. Diamond powder is an ingredient which increases moisturizing, refreshing and cleansing properties of cosmetics. Therefore the component is added to products such as cleansing foams, scrubs, peelings, creams and face masks.

GLAM is for young women from 25 to 35 years old, whose income is slightly above average, who love jewelry and appreciate their own aesthetic, uniqueness and independence. The brand provides a faceting of women’s natural beauty.

A metaphor for the identity is shapes of different diamond faceting. And also the refraction effect, which was decided to be made the main visual constant, so I created a font based on this effect. The logo in this case is very simple, working in contrast with the font. A ligature is used to even out the distance between letters and to form a shape referencing the diamond face between “L” and “A”.

The created font works both independently and in combination with a photo. That can be seen on the posters. Small typography is rather chaotic: it scatters across the poster, just like the reflections scattered and shimmering, cast by diamonds onto the surface when rays of light hit them.

The identity is presented on a variety of media such as advertising posters, packaging, consultant’s attributes, merch and social media.

Special thanks should be given to the Russian Higher School of Economics (HSE Art and Design School) and personally to the tutor Tanya Dunaeva.