FemmeF was born from a research journey through the history of witchcraft, explored not as a legend, but as a reflection of the fears, needs and transformations that have shaped society across the centuries. The figure of the witch became a symbol onto which collective anxieties were projected, and with it the image of the woman was often moulded by forces beyond her control. Between imposed roles and silenced voices, this tension gave rise to a profound crisis of identity, but also to a powerful desire for self-discovery and reclamation.
CREATIVE DIRECTION AND MOODBOARD:
brand femmef
YEAR · 2026
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From this idea emerged a makeup brand designed not to conceal, but to reveal. FemmeF invites each person to rediscover themselves through colour,
ritual and transformation, turning makeup into a moment of introspection rather than a mask. The logo takes the form of a sigil built from the brand name itself, depicting three figures holding hands: the women of the past, the present and the future, united in a continuous act of remembrance and becoming. The visual identity is divided into colour palettes inspired by the stages of alchemical transformation, symbolising change, awareness and rebirth, while a custom-designed 3D moon stands as a quiet reminder to look inward and recognise the light that has always existed within us.
