them. they. their.
Branding / Art Direction / Copywriting / Web Design / PackagingThis conceptual project was done during my studies at Shillington. The brief stated that the clients were looking for an inclusive and deluxe identity for their new make-up subscription service. One without beauty clichés and gender norms. They also needed help coming up with a name for it.
I did some market research and soon discovered that almost all beauty subscription services out there were very gendered. It was a sea of pinks, flowers, butterflies and laughing at how great mascara was. There was a big opportunity to stand out within this market and avoid going down the route of clichés. Another thing that stood out was that these brands offered beauty product deliveries and nothing else. Seeing as they didn’t have their own stores, it felt like a missed opportunity to not try and offer something that could help make them feel more personable.
From there I came up with the name them. they. their., which uses non-binary pronouns, symbolises inclusivity, celebrates the individual, and creates a warm and inviting community for its clients. I wanted the name to highlight the fact that this brand isn’t just about the individual client they deliver to separately, I wanted it to help create something people could be a part of. The mix of serif and sans-serif in the logo icons also helped translate this. The serif represented the quirks of each person, whereas the bold sans-serif stood for the community they were now a part of. The minimal colour palette was chosen so as to let the colours of the makeup and the photography shine through, emphasising that the focus is on the people using these services and not the products only.
The art direction used close ups of people’s eyes. Again, this was to single out not only the makeup and people’s artistic abilities, but also to show that the community was made up of people from all backgrounds and that gender wasn’t the focus.
