Minelli is a new brand of natural depilation waxes, introduced in Armenia for the first time.

Founder of the company, a bright girl Nelli, refined the sugaring recipes and developed a range of waxes, new to Armenian market. The product needed not only new branding and design, but also naming.

Together we went through the whole process from understanding brand values, customer needs, analysing the market and communication channels. We came up with new naming of the product, logo and packaging design, as well as brand development strategy.

We used natural ingredients of sugaring for inspiration and reflected curves and bright colors of honey and lemon in the logo. To support feminity of the brand and showing organic and natural product, we added floral ornaments, used as background for design of business cards and packaging.

Designed by: Eugenia Evoyan, Armenia.