Brief: Tackling Gendered Marketing – How can we reduce the negative effects of gendered marketing with the use of branding? 

In today’s society we are constantly confronted with branding that is needlessly aimed at either men or women rather than both, purely because big brands want to separate the market as much as possible to maximise revenue. Gendered marketing doesn’t take into account the existence of those individuals who fall outside the gender binary. 

Mix aims to fill the gap in the market for natural looking, gender-neutral and affordable makeup. The name ‘Mix’ is intended as a nod to the growing shift away from the gender binary and represents the inclusion of all genders. The logo is derived from the rune for the self, hence the tagline ‘Self Improvement’.