Brand Identity
Art Direction
Tone of Voice
UI Design
An inclusive brand identity for a gender neutral cosmetics range. As gender neutral beauty products are still uncommon in today’s market, a utilitarian language was created for the brand—it graphically engages with the codes of photography production, i.e. the grey card and relative exposure/colour balance, as well as the Fitzpatrick skin photo-types. Aspirational copy and diverse representation tie the brand together along with bold accents. Overall, the brand aims to challenge our perceptions of what is common and uncommon