The embodiment of the company’s product, mineral makeup, dictates this national retailer and manufacturer’s identity. Imaginaria developed this brand’s concept, the brilliant color represented through dramatic shades of bird feathers alludes to color enhancing the face, while the feathers themselves reinforce the natural concept of minerals. The lightness of the makeup’s effect on the skin is subliminally communicated as a “feather-light” touch. Brand materials included an update of the logo, packaging, collateral material, trade show booth, advertising and Web site development.