From ethereal illustrations to dazzling diamonds, Mythology’s brand for Half Magic is spellbinding

Born from the iconic make-up aesthetic developed for the hit TV show Euphoria, its creator Doniella Davy has launched a vegan and cruelty-free beauty line: Half Magic. New York-based independent creative company Mythology were brought on board to name the brand and create all elements of the packaging and visual world. “Makeup is all about fulfilling a fantasy, becoming more you, wearing your feelings,” Head of Design Sophie Mascatello tells us, discussing the naming process. “To us, the name Half Magic expresses the brand’s reason for being – to give people the tools to realise their true and dream selves, to embrace a self-defined future and to become the you that has always been.” The artistry and fantasy that Davy created with Euphoria’s makeup were the primary inspiration for the resulting identity system – from the verbal through to the visual. This is best captured in the iconic diamond mark, representing Davy’s lustrous and luxurious use of rhinestones and iridescence. The mark itself appears as the standalone logo, within the wordmark, and as a cut-out pattern on the packaging to show the vibrant colour of the makeup. Likewise, to amplify the vibrance and shimmer of the makeup, the typographic choices were kept largely neutral, minimal and supportive. “The type system uses Sanzettica by Aah Yes and Nimbus Sans by URW Type Foundry,” Mascatello notes. “We chose these functional san serifs because the brand (across illustration, colour and image) is incredibly lush and vibrant and we wanted some tension with a utilitarian, recessive type system.”