BRIEF
Di Belezza, a prominent makeup retail brand in Colombia, sought to enhance its customer experience by fostering a more inviting atmosphere that embodies its core values of calmness, authenticity, and inclusivity. The brand's objective is to cultivate an environment where all individuals feel welcomed and empowered to express themselves freely.
SOLUTION
To achieve this vision, I developed a brand identity that evokes a sense of serenity in our target audience. This was accomplished through the implementation of a "sky aesthetic," characterized by soft, pastel colors inspired by natural elements such as clouds, sunsets, and stars. It was important to go against the trendy minimal aesthetic prevalent in today's make up market retail, as we aimed to create a more immersive and emotionally resonant experience. These visual themes were integrated across all marketing materials, creating a cohesive and calming atmosphere that resonates with contemporary trends favored by our audience.
However, in collaboration with the creative director, we determined that the art direction for photography and campaigns should incorporate bold colors and models showcasing unconventional makeup..This approach encourages and invites women to bravely express themselves while remaining true to their preferences, all while maintaining a sense of inner peace: "Embrace your true colors"