Branding, illustration, art direction and website for the 2016 launch of Billie — the first progressive body care company of its kind. The brand is now available in over 30,000 US stores, nation-wide.

We designed every touchpoint, building a cohesive and compelling visual brand story from scratch — with a fresh, authentic and unexpected voice.

Logo

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.

Art Direction — Lifestyle

Little Troop was commissioned to concept a series of video and photo launch assets that personified the Billie spirit — happy, effortless and confident — with a simple, stripped back set that allowed our talent to bring all the action.

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.

Website

Full e-commerce website, built on Shopify ReCharge. Brand elements are weaved together with video integration throughout, for a rich content experience.

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.