Minuti is a skincare brand that was originally called “Scintillare.” Inspired by the scents of Italy, it is an all-natural skincare line that prides itself on quality, legacy, and affordability. Unfortunately, its original name did not speak to its target audience of young professionals in their late 20’s and 30’s. (They didn’t know how to pronounce “scinitillare.”) In order to find a new name, I decided to go deep into the brand’s heritage and understand what made these scents of Italy so special. Realizing that the scents of flowers in the evening and coffee in the morning represented small moments of comfort in a crazy world, the name Minuti was born.

• Side note: I helped design the packaging :)

Strategy/Copy: Yazad Dastur

Brand Identity Design: Sanjana Gagarani