MYLI

Client: Majid Al Futtaim (MAF) – Hyperstar (Carrefour)
Sector: Health & Beauty

Role: Creative Lead
Agency: Start Design

Personal Responsibility: Brandmark Creation / Visual Identity Development / Brand Collateral / Guidelines / Retail Branding

Majid Al Futtaim identified an opportunity to expand Hyperstar (Carrefour) into the billion dollar health & beauty industry; with a vision to deliver premium products at affordable prices. A vibrant brand identity and fresh store design was needed to deliver on their aspirations and fulfil consumer cravings for self-expression.

Myli – derived from ‘my life’ was born from the pitch winning concept ‘All about you’ – placing the consumer at the heart of the brand, celebrating individuality and self-confidence. The brandmark’s unique curves radiate a youthful appeal, whilst seamlessly translating across Latin, Arabic and Farsi.

An engaging messaging system to empower the ultimate you: Beautiful you, happy you, active you, healthy you. The playful visual language celebrates self-expression and uniqueness. Using movement and colour to create a youthful edginess. Project included full roll-out of branded collateral in-store, as well as across digital channels.

Myli has successfully launched in Iran with currently 9 branches and more to come, Myli will soon open stores across Saudi Arabia and the UAE.