Function of Beauty
A brand refresh and style guide for custom hair and body care.
Refresh a custom hair and body care brand so every touchpoint looks like the same brand.
One style guide for packaging, digital, retail and social.
A brand refresh and style guide for Function of Beauty, the custom hair and body care brand. I built the visual system: logo, typography, a pastel color story, the bottle family as a graphic pattern and the photography direction, set up so packaging, digital, retail and social all speak the same language.
Logo and type
In which the brand gets one voice.
The logo, monogram and typography, written into a style guide with the brand story behind them.
A pastel color story
In which the bottles become a pattern.
Custom formulas, custom colors. The bottle family became a graphic pattern in its own right.
The brand origin film
In which one line becomes millions.
Boards for a brand origin video. One continuous line carries the story from a single bottle to millions of formulas and the factory that makes them. My part was the layout, the type and the story.
The bottle family
In which the bottles line up.
Product in a row, pastel on pastel, one bottle for every formula.
