Anoma Beauty

🔗 Connections

Sector

Region

Guideline Year

Language

Tags

Featured Cosmetics

Official Websites

https://anomabeauty.com

Brand Guidelines

2023

Brand Summary

Mission

Create a clean beauty brand that develops products for underrepresented communities, especially those with melanin-rich skin, and incorporates inclusivity and diversity at every step from marketing and communication to organization structure and collaboration [^1].

Core Values

Inclusivity
Diversity
Authenticity
Optimism
Honesty
Accessibility
Empowerment
Transparency
Fun
No Bias
Support

Target Audience

Underrepresented communities, especially those with melanin-rich skin, people of all gender identities, sexual orientations, and races, and individuals seeking clean, inclusive beauty products [^2].

Personality Traits

Confident
Playful
Authoritative
Woke
Enthusiastic
Accessible
Empowering
Grounded
Inspiring
Inclusive
Authentic

Visual Identity Overview

The brand uses a vibrant, gender-neutral, and experimental color palette with contrasting blues and greens, bold and modern sans-serif typography, clean and minimal layouts, and imagery that is inclusive, unfiltered, and unapologetic. The logo is designed for versatility and balance, with extensions for different product lines, and the overall visual style is bright, minimal, and playful [^3].

Categories

Brand Voice

Tone of voice How Anoma will (and won’t) speak to the previously-defined user groups. The brand voice solves for user needs and consumer appeal.
These are strengths that set us apart from how other brands in the beauty and cosmetic industry talk. Each piece of communication should leverage one or more of these strengths. If used correctly, our communication will present a cohesive front. One with depth, character and longevity.
Emotional The fact that our products are scientifically proven is a given. However, what drives us is our emotion -our frustration at the way things currently work and our commitment to making things better.
Optimistic Having a divided past is no excuse in our book, to not hope for a better future. We dream (and speak) of a world where beauty is fluid.
Honestly We talk about our wins and our challenges with as much honesty as we put into every ingredient that goes into our products.
While our strengths help guide content choices, our content will be delivered in a true voice. Woke
We are conscious of our words and are inclusive to all gender identities, sexual orientations and races. Enthusiastic
We love what we do and this pride and optimism shines through when we’re talking about the fruits of our labour. Accessible
While our expertise is our friend, our words do not alienate people. We talk clearly, concisely and in simple language.
Our goals as a brand are very clear and we ensure that we do not inadvertently miss the mark through our tone. No Comparison
We’re here to support, not discourage. We don’t use fear or play on people’s insecurities to sell them our products. Severe
We take our values seriously, but not ourselves. Before anything else, beauty has to be fun! Patronising
While we are building a beauty brand with a mission, our tone is not one of pity or charity. We are empowering without being patronising.
General Hygiene Words to Use Embrace
We encourage people to remain true to their identities and lean in. Real
It is only too easy to get caught up in trying to keep up with arbitrary beauty standards. We try to check ourselves. Transparency
We take ownership and keep our customers in the know.
Words to avoid Solution
When it comes to beauty, very few things are real “problems” Trendy
We’re paving the way for something that stands the test of time. “For her”
Or gender descriptors of any kind. Everyone is welcome.
Key Messaging Communication Goals: Communication, through key messaging, and written content, should achieve the following-
Give the audience a clear image of what Anoma is, why it exists and how it lives up to its promise
What is the product? How is the product effective? What makes it unique in its offering? How can they benefit from it?
To create a clean and inclusive beauty brand
Anoma welcomes everyone. Show, don’t just tell.
Ensure a clear path to the next steps in the Anoma experience
This is a great product. What should I do next?
Landing Key Message 1: Beauty without Bias
Landing Key Message 2: The Why
There are many ways to be beautiful
Landing Key Message 3: The What
Anoma. Clean, inclusive beauty for all.
Only beauty, no bias
There isn’t more beauty or less. The Earth goes round for all of us. We grow, we age, we tan and we change, all of us. We’re children of the sun, all of us. And here at Anoma, we belong, all of us. Bringing you a range of products, designed to help you embrace, rather than conceal.
Better beauty. Better beholders.
We’re your friends, you who have a wealth of melanin. And yours too, when you don’t see any greys in ads. Experimenting with your pronouns? We got your back. We’re on your side -you who come from a different country, different time, different values. Bringing you a collection that rethinks not the way you feel you should look, but the way you should feel.
Inspired by Real life
Look around you. Real life isn’t straight lines and a monotone aesthetic. It is chaos and colour -loud, unapologetic. There is power in feeling different. In finding beauty outside of norms and conformation. Beauty is not the way you look, it’s in the way you feel.
Go be free.

Brand Imagery

The photos should portray people in all their flawed glory -unfiltered and unapologetically themselves. We must be inclusive in our selection of models.
The setup however, must be minimal, clean, bright and fun. The photos should be visualized to be clean yet quirky, much like the brand itself.

Color Palette

A cool green that connotes freshness and novelty was picked for the brand. To go with this soothing colour, we’ve picked a contrasting blue that connotes freedom and depth with lighter colours to compliment it.
Overall, this palette is gender-neutral, and experimental yet not in-your-face.
The primary colour palette includes ownable and extendable colours by the brand -a set of vibrant colours that aim to make the product stand out. They are to be used for the brand’s diverse range of products, all branded elements and backgrounds.
The palette may be extended in the future if a different colour is required for a new product variant. Black and White are to be used freely with the existing palette.
#005EE3
RGB: RO G94 8227
CMYK: C84 M65 YO KO
FOR PRINT:
PANTONE 285 C
#58FF8A
RGB: R88 G255 8138
CMYK: C51 MO Y71 KO
PANTONE 7479 C
#B0DDFF
RGB: Rl76 G221 B255
CMYK: C27 M3 YO KO
PANTONE 290 C
#FFFFFF
RGB: R255 G255 B255
CMYK: CO MO YO KO
#000000
RGB: RO GO BO
CMYK: C75 M68 Y67 K90
#FFC0F2 #FF78DC #BAA9FF PANTONE 2365 C PANTONE 231 C PANTONE 264 C #FFFF69 #FF6F64 #FF595A PANTONE 178 C PANTONE 805 C PANTONE 178 C
The colours added in these wheels are to be used only with the primary colour group and shoud not be paired together. They may be used in addition to the brand palette.
The secondary palettes maybe used for communication, shoot backgrounds, highlights on packaging or any other secondary elements.
Bright surfaces and lighting are preferable. The brand palette may be brought in where possible.

Typography

Misto, designed by Katerina Korolevtseva, is a unique font designed to be used for bold headlines and logos. Its extra thin lines are well matching to huge headline sizes or the use of letter decoration. It’s a free reverse-contrast display typeface that is used for Anoma’s logo extensions. It will also be used for various brand communication.
Usage: Logo Headlines Special Use Available Styles: Regular
Poppins is a new geometric sans-serif typeface. Each letterform is nearly monolinear, with optical corrections applied to stroke joints where necessary to maintain an even typographic color.
Designed by Indian Type Foundry, this playful font adds the right nuance to all brand communication.
Usage: Headlines Available Styles: Light
Usage: Subheadings Available Styles: Regular
Usage: Quoted Text Available Styles: Medium
Usage: Short Phrases Available Styles: Bold
Usage: Body Copy Available Styles: +more

Logo Usage

This document will explain the basic elements of the Anoma Identity System. It explains how to use the logo and style elements correctly.
The logo for Anoma has been designed to bring singularity to the two syllables. It flows in a way that the logo looks well balanced, almost like a palindrome.
Primary Logo -This logo is to be used on all brand material, including but not limited to letterheads, website. packaging, social media posts etc.
The minimum space to be left between the contents of the logo and surrounding artwork should be equal to the width of ‘N’ letterform extending out of the logoform in each direction.
The logo is designed in a seamless manner with uniform thickness to work on various scales. However, it is recommended not to use the logo in sizes lesser that 48 px in height.

Tone And Messaging

Tone of voice How Anoma will (and won’t) speak to the previously-defined user groups. The brand voice solves for user needs and consumer appeal.
These are strengths that set us apart from how other brands in the beauty and cosmetic industry talk. Each piece of communication should leverage one or more of these strengths. If used correctly, our communication will present a cohesive front. One with depth, character and longevity.
Emotional The fact that our products are scientifically proven is a given. However, what drives us is our emotion -our frustration at the way things currently work and our commitment to making things better.
Optimistic Having a divided past is no excuse in our book, to not hope for a better future. We dream (and speak) of a world where beauty is fluid.
Honestly We talk about our wins and our challenges with as much honesty as we put into every ingredient that goes into our products.
While our strengths help guide content choices, our content will be delivered in a true voice. Woke
We are conscious of our words and are inclusive to all gender identities, sexual orientations and races. Enthusiastic
We love what we do and this pride and optimism shines through when we’re talking about the fruits of our labour. Accessible
While our expertise is our friend, our words do not alienate people. We talk clearly, concisely and in simple language.
Our goals as a brand are very clear and we ensure that we do not inadvertently miss the mark through our tone. No Comparison
We’re here to support, not discourage. We don’t use fear or play on people’s insecurities to sell them our products. Severe
We take our values seriously, but not ourselves. Before anything else, beauty has to be fun! Patronising
While we are building a beauty brand with a mission, our tone is not one of pity or charity. We are empowering without being patronising.
General Hygiene Words to Use Embrace
We encourage people to remain true to their identities and lean in. Real
It is only too easy to get caught up in trying to keep up with arbitrary beauty standards. We try to check ourselves. Transparency
We take ownership and keep our customers in the know.
Words to avoid Solution
When it comes to beauty, very few things are real “problems” Trendy
We’re paving the way for something that stands the test of time. “For her”
Or gender descriptors of any kind. Everyone is welcome.
Key Messaging Communication Goals: Communication, through key messaging, and written content, should achieve the following-
Give the audience a clear image of what Anoma is, why it exists and how it lives up to its promise
What is the product? How is the product effective? What makes it unique in its offering? How can they benefit from it?
To create a clean and inclusive beauty brand
Anoma welcomes everyone. Show, don’t just tell.
Ensure a clear path to the next steps in the Anoma experience
This is a great product. What should I do next?
Landing Key Message 1: Beauty without Bias
Landing Key Message 2: The Why
There are many ways to be beautiful
Landing Key Message 3: The What
Anoma. Clean, inclusive beauty for all.
Only beauty, no bias
There isn’t more beauty or less. The Earth goes round for all of us. We grow, we age, we tan and we change, all of us. We’re children of the sun, all of us. And here at Anoma, we belong, all of us. Bringing you a range of products, designed to help you embrace, rather than conceal.
Better beauty. Better beholders.
We’re your friends, you who have a wealth of melanin. And yours too, when you don’t see any greys in ads. Experimenting with your pronouns? We got your back. We’re on your side -you who come from a different country, different time, different values. Bringing you a collection that rethinks not the way you feel you should look, but the way you should feel.
Inspired by Real life
Look around you. Real life isn’t straight lines and a monotone aesthetic. It is chaos and colour -loud, unapologetic. There is power in feeling different. In finding beauty outside of norms and conformation. Beauty is not the way you look, it’s in the way you feel.
Go be free.

Brand Values

Beauty feels restricting. Like we have more need to conceal than to honour. Like there is a right way and a wrong way to do things. Like we need to “catch up” to feel beautiful. Like we need to be updated, be familiar with trends, be like those we see on our screens rather than just, be. Beauty feels standard.
We reject standards. We believe that beauty is in anomalies.
Stand Out. Anoma.
Goals • Create a clean beauty brand • Develop products for underrepresented communities, especially those with melanin-rich skin • Incorporate inclusivity and diversity at every step of the way -from marketing and communication to organisation structure and collaboration
Authentic Inclusive Inspiring -Grounded
Beauty without Bias
There isn’t more beauty or less. The Earth goes round for all of us. We grow, we age, we tan and we change, all of us. We’re children of the sun, all of us. And here at Anoma, we belong, all of us. Bringing you a range of products, designed to help you embrace, rather than conceal.
Anoma. Clean, inclusive beauty for all.
Better beauty. Better beholders.
We’re your friends, you who have a wealth of melanin. And yours too, when you don’t see any greys in ads. Experimenting with your pronouns? We got your back. We’re on your side -you who come from a different country, different time, different values. Bringing you a collection that rethinks not the way you feel you should look, but the way you should feel.
Inspired by Real life
Look around you. Real life isn’t straight lines and a monotone aesthetic. It is chaos and colour -loud, unapologetic. There is power in feeling different. In finding beauty outside of norms and conformation. Beauty is not the way you look, it’s in the way you feel.
Go be free.

Visual Style

Stylized Leaf with ‘ANOMA’ Repetition - The image should display a stylized leaf-shaped design with a vibrant light green color, defining an elongated, curved shape with pointed ends, resembling a leaf or a speech bubble. Within this shape, the word ‘ANOMA’ is repeated three times, each on a separate line, written in capital letters with a bold, modern sans-serif font. The text should be colored in a bright blue, creating a high contrast against the green background. Each occurrence of ‘ANOMA’ is centered horizontally within the leaf shape, evenly spaced vertically. The background of the image should be a solid dark blue, making the green leaf and blue text stand out prominently. The overall design should be clean, with no additional elements or decorations, emphasizing the repeated word and the leaf motif.
Starburst with Arrow - The image would feature a bright green square background. Central to the image is a set of blue lines radiating outward from a common central point, forming a starburst pattern. These lines extend to the edges of the square, with some lines intersecting the boundaries of the green background. To the right of the starburst, there is a blue arrowhead pointing farther to the right, aligned horizontally. The overall composition is simple, with the blue lines and arrow sharply contrasting against the vivid green background, emphasizing the radial symmetry of the lines and the directional arrow.
The logo for Anoma has been designed to bring singularity to the two syllables. It flows in a way that the logo looks well balanced, almost like a palindrome.
The minimum space to be left between the contents of the logo and surrounding artwork should be equal to the width of ‘N’ letterform extending out of the logoform in each direction.
The logo is designed in a seamless manner with uniform thickness to work on various scales. However, it is recommended not to use the logo in sizes lesser that 48 px in height.
A cool green that connotes freshness and novelty was picked for the brand. To go with this soothing colour, we’ve picked a contrasting blue that connotes freedom and depth with lighter colours to compliment it.
Overall, this palette is gender-neutral, and experimental yet not in-your-face.
The primary colour palette includes ownable and extendable colours by the brand -a set of vibrant colours that aim to make the product stand out. They are to be used for the brand’s diverse range of products, all branded elements and backgrounds.
The palette may be extended in the future if a different colour is required for a new product variant. Black and White are to be used freely with the existing palette.
#005EE3
RGB: RO G94 8227
CMYK: C84 M65 YO KO
FOR PRINT: PANTONE 285 C
#58FF8A
RGB: R88 G255 8138
CMYK: C51 MO Y71 KO
FOR PRINT: PANTONE 7479 C
#B0DDFF
RGB: Rl76 G221 B255
CMYK: C27 M3 YO KO
FOR PRINT: PANTONE 290 C
#FFFFFF
RGB: R255 G255 B255
CMYK: CO MO YO KO
#000000
RGB: RO GO BO
CMYK: C75 M68 Y67 K90
The colours added in these wheels are to be used only with the primary colour group and shoud not be paired together. They may be used in addition to the brand palette.
The secondary palettes maybe used for communication, shoot backgrounds, highlights on packaging or any other secondary elements.
Misto, designed by Katerina Korolevtseva, is a unique font designed to be used for bold headlines and logos. Its extra thin lines are well matching to huge headline sizes or the use of letter decoration. It’s a free reverse-contrast display typeface that is used for Anoma’s logo extensions. It will also be used for various brand communication.
Poppins is a new geometric sans-serif typeface. Each letterform is nearly monolinear, with optical corrections applied to stroke joints where necessary to maintain an even typographic color.
Bright surfaces and lighting are preferable. The brand palette may be brought in where possible.
The setup however, must be minimal, clean, bright and fun. The photos should be visualized to be clean yet quirky, much like the brand itself.

Key User Personas

Kamala is a biochemistry researcher at Stanford. She stays with her Indian family and is a role model to her younger cousins. While Kamala cares about how she presents herself, she prioritises work over everything else.
Dua is a college student from Long Island. They spend their free time watching Beauty Youtube and learning the perfect way to wing liner. As a college student, they want to experiment with beauty but are looking for safe options to explore.
Fijiana is a rapper who writes about her interracial upbringing and experiences. Her friends define her as edgy and her favourite star is Madhuri Dixit. She is always on the lookout to support women lead businesses.

Emotional Landscape

Tone of voice How Anoma will (and won’t) speak to the previously-defined user groups. The brand voice solves for user needs and consumer appeal.
Authentic Inclusive Inspiring -Grounded
EMOTIONAL LANDSCAPE
These are strengths that set us apart from how other brands in the beauty and cosmetic industry talk. Each piece of communication should leverage one or more of these strengths. If used correctly, our communication will present a cohesive front. One with depth, character and longevity.
Emotional The fact that our products are scientifically proven is a given. However, what drives us is our emotion -our frustration at the way things currently work and our commitment to making things better.
Optimistic Having a divided past is no excuse in our book, to not hope for a better future. We dream (and speak) of a world where beauty is fluid.
Honestly We talk about our wins and our challenges with as much honesty as we put into every ingredient that goes into our products.
While our strengths help guide content choices, our content will be delivered in a true voice. Woke
We are conscious of our words and are inclusive to all gender identities, sexual orientations and races. Enthusiastic
We love what we do and this pride and optimism shines through when we’re talking about the fruits of our labour. Accessible
While our expertise is our friend, our words do not alienate people. We talk clearly, concisely and in simple language.
Our goals as a brand are very clear and we ensure that we do not inadvertently miss the mark through our tone. No Comparison
We’re here to support, not discourage. We don’t use fear or play on people’s insecurities to sell them our products. Severe
We take our values seriously, but not ourselves. Before anything else, beauty has to be fun! Patronising
While we are building a beauty brand with a mission, our tone is not one of pity or charity. We are empowering without being patronising.
General Hygiene Words to Use Embrace
We encourage people to remain true to their identities and lean in. Real
It is only too easy to get caught up in trying to keep up with arbitrary beauty standards. We try to check ourselves. Transparency
We take ownership and keep our customers in the know.
Words to avoid Solution
When it comes to beauty, very few things are real “problems” Trendy
We’re paving the way for something that stands the test of time. “For her”
Or gender descriptors of any kind. Everyone is welcome.
Inspired by Real life Look around you. Real life isn’t straight lines and a monotone aesthetic. It is chaos and colour -loud, unapologetic. There is power in feeling different. In finding beauty outside of norms and conformation. Beauty is not the way you look, it’s in the way you feel. Go be free.