FIGIF vegan cosmetics brand and at the same time a conscious brand which define itself as sustainable, premium, stylish, conscious, and non-temporal. The fundamental objective of the company was the creation of a proposal that shows a fundamental element of its products, natural extractives within the whole configuration and its relationship with the human being. For these reasons, the summary has been defined, in the market meta-analysis, as sustainable and organic consciousness.

The weight of these traits can be found directly in the typographic structure. Through the repetition characters making possible a combination of curves relating harmony shape between the human being and fruits.The use of typography with curved serifs speaks of two important concepts. On one side there’s the graphic translation of a branch and its leaves holding a fruit explaining the imperfection and impermanence of the organic aspect. This concept also explains the second which is the beauty of the organic and the relationship with maturity for time has pass through them.

This concept of time is also found in the use of photographical material representing still life. The concept of still life incites to link the correct use with the products with the creation of an own still life at the moment of consuming the product, The rustic and natural perspective shown in the photographic gamma, is then combined with pictures of the product in neutral and clear spaces highlighting the use of a packing that shows, with the help of pictures, the natural esthetics of the consuming product.

The visual structure of the whole project is represented through pictures with a direct color pallet. The use of chromatic and tonality in the selection of several types of green and scarlet increasing the saturation in products and packing as in the visual identity being an important aspect that can glorify the concept of time between objects and people.