Contemporary women are no longer bound by stereotypical definitions of femininity. In the last decade, there has been a lot of intentional movement towards reclaiming and redefining what it means to be a woman. For this project, I developed a brand that reflects these contemporary attitudes, and goes against the “soft, pink and pretty” aesthetic many beauty brands are still using.

Taking inspiration from activities and lifestyle that are generally considered masculine - such as playing poker and drinking in a dark, luxurious environment while talking business - I design a still feminine brand, yet evocative of power and confidence. Contemporary women are strong, ambitious, outspoken - and it’s time for the beauty industry to start adapting its tone.

Concept / Branding / Art direction / Styling / Naming / Visual identity / Copywriting

Photography by Vika Vine