Responses by Ross Stirling, creative director, Studio Juice, and Maya Jama, creator/founder, MIJ Masks
Background: Studio Juice is proud to unveil its work for MIJ Masks, the much-anticipated skincare brand by British presenter and beauty boss Maya Jama, which covers full brand identity, packaging design, e-comm design and motion content. Debuting with a face mask and eye mask, the brand was created to celebrate the sense of play in skincare, making it inclusive for any face and every moment—no matter your age, skin type or gender—, genderless in personality and candid in expression.
Reasoning: Studio Juice was tasked with championing Maya’s attitude through bold design, while capturing her unapologetic approach to life and beauty. The identity is led by a fluid, dramatic curved logomark that evokes the peeling motion of a face or eye mask, complemented by a vibrant color palette that enforces the inclusivity of the brand. The MIJ Masks website, in particular, pairs this energy with purpose-shot imagery that gives real-world context to the brand essence, emulating the kind of carefree face-masked selfies that Maya shares with her millions of social media followers.
Challenges: Breaking down the perception of beauty between men and women. This is no truer than in the brand launch video, directed and produced by SJ Film, which was inspired by a paparazzi shot of Maya in public wearing an eye mask. Featuring a diverse cast of friends, fans and influencers, it sticks a cheeky middle finger up to the stereotype of skincare as a private, at-home activity, re-contextualizing eye and face masks in a range of different moments.
Favorite details: MIJ is all about putting the fun into self-care in a way that goes beyond the neutral, boring, “best-kept-secret” visual landscape we’re used to seeing in skincare. We didn’t want to shy away from the candid, the unplanned, or the messy. That’s exactly the attitude we want to come through when you see the brand.
Specific demands: We were lucky enough to be given free creative reign over this project. The only requirement was to give a utilitarian labelling system that can be built upon as the brand evolves and more products are added.
Anything new: We learned how to design products that encapsulate a celebrity’s personality instead of a brand. It requires a completely different approach. We adopted an oversized approach to graphic application dominates the packaging design, while additional brand elements like the MIJ “face” graphic add a feeling of ’90s throwback flair.