Overview
Essence launched into a beauty market saturated with minimal sans-serif sameness. The founders wanted warmth and character without losing shelf credibility.
The approach
We built the identity around an editorial serif paired with soft, tactile photography. Art direction covered packaging, campaign shoots, and social templates so the brand feels consistent from unboxing to feed.
The result
The launch collection sold out its first run in three weeks, and the identity system carried the brand into retail without a redesign.