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

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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