Amyris is a biotechnology company that produces sustainable ingredients for the healthcare, fragrance, and cosmetics industries. Historically known as a B2B company selling to the oil and industrial sectors, Amyris shifted its focus to the production and sale of high-value, premium ingredients for a growing number of consumer brands. One notable example is the manufacture of squalene, used in their popular Biossance cosmetics brand.
Amyris needed a new identity to reflect its change in business model, and reposition itself as a consumer-friendly business using clever science to make sustainable ingredients. Amyris needed to build its brand among consumer audiences, and not just the scientific community.
Deliverables: Brand identity, visual system.
Project team: Creative Director: Pip Llewellyn; Creative Consultant/Brand Identity Design: Ryan Paul; Implementation: Jon Herrera. Developed at Brandpie, NY.
The prior Amyris identity was associated with a chemicals and biofuels company, and needed to reflect a consumer-friendly business using clever science to make sustainable ingredients.
A confident, new wordmark was developed to reflect a consumer-friendly health and wellness brand. Based upon the sans-serif typeface Foco, the new wordmark was customized to help pronunciation, and to suggest a sustainable scientific approach.
A new lowercase ‘r’ was explored and redrawn to subtly suggest a leaf:
Other typefaces, including sans serif, serif, and cursive, were considered during early phases of the design exploration: