Brand identity for Apostle, a men’s beauty brand founded by Jamaican makeup artist Jamie Melbourne and Tony Lecy-Siewert. Positioned between skincare and cosmetics, it is designed for diverse skin tones and promotes accessible, confidence-boosting products for everyday grooming.

Drawing inspiration from apothecary traditions and alchemy, the identity develops a clear typography-led visual language, complemented by a reimagined symbol that merges apothecary and sacred references into a balanced form.

The identity spans different formats, from packaging to print materials, where the logotype and typography serve as the primary elements, complemented by natural imagery inspired by Jamaica’s landscapes and model close-ups.

Digital applications balance photography and typography across a flexible social media system, adapting the identity to a more image-led environment.