Vertex Awards 2019: SILVER WINNERS

Mask Me Amore Face mask

  • CATEGORY: B1. New Brand
  • AGENCY: Aleksandra Szmak STUDIO


  • Creative Direction: Aleksandra Szmak

A range of modern and affordable face masks whose unique design matches the lifestyle of young and active women, mirroring major events in their lives. This approach helps young female consumers build a habit of selecting a facial treatment relevant to an occasion. On top of that, it creates opportunities to keep in touch with friends while shopping together, preparing for parties, working out at a gym, among other social activities that require customized skin care treatments. The main objective was to show brand integrity through typography and visual elements that present special occasions in a joyful, girls-want-to-have-fun way. The created visuals become difference-making and attention-grabbing pieces of the whole, enabling the range of products to stand out and immediately catch the girls’ eye through its form, colors, and character.

Problem solved: Special occasions require an individual style and joyful flavor, so each mask is created as a vector illustration tailored to precisely express the aura and mood of a scene. The design inspired by a famous illustrator Jodi Labanda’s amazing art has been adapted to the brand’s specific needs.

As a result, a vibrant and one-of-a-kind product range has been developed. The line comprises an array of visually diversified, yet true to brand image, solutions – some presenting the world we live in a humorous way while other use a somewhat inspirational approach to better fit the occasion. The typography and logo complement the consistency of graphic structure. Handwriting-stylized typography and emblem emphasize the bespoke approach to customers, taking their youthful and girlish attitude into account. The brand’s very name also clearly manifests this approach.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.