PROJECT: New body make-up brand identity for It’s All About The Body.
We were commissioned back in 2020 to design the identity for a new, specialist body make-up brand. Unlike tanning brands, the products in this range have been formulated to combine the best of skin care, facial make-up and self-tan, forming a high performance body care range.
IT’S ALL ABOUT THE BODY!
The highly specific brand name was chosen to differentiate from the usual, more generic brand names given to skin care and tanning brands and therefore be more memorable through its clear and no-nonsense message.
Our brief was to create an identity with a focus on the body and to be contemporary, minimal and yet light-hearted – make-up being something that is fun and not taken too seriously after all!
The new logo features a hand-drawn, doodle-style ‘swoosh’, circling the text, emphasising that the brand is specifically ‘all about the body’. This sketchy, not-quite-perfect feel is then used further in the form of bold marker pen strokes that are used to divide up the relevant product copy on the make-up tubes themselves.
To really focus the ‘body’ aspect, a silhouette of a woman stands boldly astride the brand name and further conveys the body-focussed aspect of the make-up brand.
To prevent the brand being seen as another tanning brand, it was important that the colouration was sophisticated and clean and a warm grey was chosen to compliment the black and white graphics.
BODY MAKE-UP PRODUCTS
Currently, the range consists of three tints of body make-up, each sold in matt white tubes with a silver foiled details as part of the logo. Transparent areas at the foot of each tube allows for the actual body make-up colour to show through.
As well as the full size tint/moisturiser products we have also created matching sample sachets for customers to trial before purchase – each sachet featuring the bold identity and matching colour-coded product colour swatch.
WEBSITE GRAPHIC DIRECTION
Having designed the logo and packaging graphics for the products first, we then considered the look and feel of the website itself and created a series of mood boards for discussion between the relevant teams.
Working with a web development company we created mockups based on their web structure, featuring the same warm grey tones and introducing further loose, hand-drawn elements. These included soft, paint-stroke backgrounds and roughly drawn dividing lines, tie-ing the product and website together perfectly.
The website is at www.itsallaboutthebody.co.uk
Other projects you may find interesting are:
The Beauty of Eczema’s skincare packaging graphics development
Skincare packaging identity for Body Armour
