Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
Our challenge has been to create a disruptive, contemporary and innovative cosmetics project where the community is the driver of the brand's discourse and that transmits the company's core values: honesty, sustainability and transparency.
Beauty should look like happiness.
We took up the challenge of establishing the consumers' message as the main voice of the brand and we developed the logo avoiding the impostor perfection so common in beauty brands. Therefore, we gave weight to the different by creating an uneven logo to convey that value so important to the brand for that which is different.
We decided to transfer the freshness of the brand identity to the packaging, creating a chromatic range with a lot of personality and a minimalist aesthetic. We established a color for each product category in order to be able, at a glance, to recognize the type of product in question.
A brand that challenges the industry.
Language matters and so does the way it is told. Following the challenge of establishing the concerns, needs and testimonies of consumers as the main voice of the brand, the visual identity created for the different pieces uses a language that questions the beauty industry, breaking with the tone and the way in which other brands usually articulate themselves. The goal was to empower the community by generating a plural debate about the concept of beauty and cosmetics.
