Defining a new mood for femininity through modern packaging and poetic expression.
About the project
(NM) is a lifestyle-driven cosmetics brand with a double meaning – "Nude Modern" and the initials of its director "Nozomi Maeda" – redefining femininity through emotionally resonant beauty products. Working with the concept "Nude Tones & Modern Desire," we created a visual identity that feels both intimate and contemporary.
The brand language connects daily beauty rituals with emotional experiences through poetic product naming like "First Date," "Poetry," and "Temptation." Photography direction balances portrait imagery with still-life compositions to showcase both the lifestyle and product aesthetics, positioning NM as more than makeup – it's a poetic expression for women seeking authenticity in their beauty choices.
Result
The distinctive design approach earned industry recognition from Pentawards and established NM as a standout Japanese beauty brand that successfully balances minimalism with emotional depth.