Beauty Pie - brand identity

Brand identity for the
distruptor within the beauty space

Working directly with the founder on the scale-up brand’s position in the market. As a disruptor in the beauty space, it was important that we didn’t fall into the recognised industry tropes, and instead crafted the brand around energetic, imperfect imagery - with, of course, a pop of pink. Models moved away from traditional beauty norms, we brought customers behind the scenes, and were one of the first to use factory footage and the bathroom ‘shelfie’ as content.