We designed every touchpoint, building a cohesive and compelling visual brand story from scratch — with a fresh, authentic and unexpected voice.
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.
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Typography & Color
Bold meets feminine — with daring pops of color.
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Art Direction — Lifestyle
Lifestyle video and photography that personified the Billie spirit — happy, effortless and with a focus on smooth skin. We cast our audience — women of all shapes, sizes and colors.
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Art Direction — Product
Product was shot amongst textures reminiscent of bathroom surfaces, with bright, morning lighting and pops of the brand palette bought in through propping.
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Above
The identity flexes broadly in application — from digital advertising, to printed How-To guides.
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Billboard placement in Times Square, 6 months after launch.
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Website
Full e-commerce website, built on Shopify ReCharge. Brand elements are weaved together with video integration throughout, for a rich content experience.
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The site is dotted with unexpected details such as colored letter-by-letter text input fields, custom iconography and surprise hover states.
Iconography
Custom iconography continues to be developed for product claims, benefits and social.
Illustration
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, social and packaging.
The Latest and Greatest
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