Independent branding, illustration, art direction and website for BILLIE — a new, subscription-based razor and body care brand, for women.
As an inclusive, body-positive brand that supports female empowerment, the identity takes a stand with bold character, inspired by the spirit and confidence of 90's feminism.
As sole designer across every touchpoint, my role was to build a cohesive and compelling visual brand story from scratch — with a fresh, authentic and unexpected voice.
Visit MYBILLIE.COM and on INSTAGRAM to see more.
LOGO & TAGLINE
Minimalism meets pop. A straightforward sans-serif with exaggerated proportions, referencing the movement of a razor. Color brings the logomark to life, with 90's nostalgia reimagined for a new audience.
TYPOGRAPHY & COLOR
Bold meets feminine — with daring pops of color.
Combining photography with video, I art directed a lifestyle campaign that personified the Billie spirit — happy, effortless and with a focus on smooth skin.
I cast women who represented our audience, of all shapes, sizes and colors. Taking inspiration from the everyday routine, poses and movements played up morning warm-ups, with half-dressed bathroom bffs taking the lead.
Product was shot amongst textures reminiscent of bathroom surfaces, with bright, morning lighting.
The campaign is currently being applied throughout brand collateral, including a printed How-To guide.
Full e-commerce website, built on Shopify ReCharge. Brand elements are weaved together with video integration throughout, for a rich content experience. The site is dotted with unexpected details such as colored letter-by-letter text input fields, custom iconography and surprise hover states.
Custom iconography continues to be developed for product claims, benefits and social.
A series of illustrations combines the brand color and graphic sensibility, whilst mimicking the brand's art direction vernacular. The suite adds a playful element to the website and packaging, with more in development as the brand deliverables continue to extend.