Branding, illustration, art direction and website for the launch of Billie — a new, subscription-based razor and body care brand, for women.

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MYBILLIE.COM

BUSINESS OF FASHION
BRAND NEW

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.

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Little Troop is a new design partnership bouncing between Brooklyn and Melbourne. Founded in 2019 and led by award-winning Creative Directors Noemie Le Coz & Jeremy Elliot, Little Troop is a creative studio that loves working with good people on smart projects.

We acknowledge the Wurundjeri people of the Kulin nation, the traditional custodians of the land where we work, and pay our respect to the Wurundjeri Elders, past, present and emerging.