Project Overview

This project was about creating a brand identity for Solenne, a beauty brand entering a competitive market with a new range of serums. The goal was to design an identity that felt distinctive, confident, and rooted in individuality — moving away from the soft, cliché aesthetics so common in the beauty industry.

Our Approach

The founders of Solenne wanted a brand that would speak to lash lovers looking for something with more edge and sophistication than the pastel-heavy branding that dominates much of the sector. With their industry experience and a bold vision for the product, they needed an identity that would feel modern and striking, but still flexible enough to scale across packaging, digital, and social channels.

From the beginning, it was clear Solenne should avoid feeling like a typical beauty brand. The name itself, with its fluid, lyrical sound, inspired a more elegant design direction — balancing feminine detail with a darker, more dramatic aesthetic. The focus became creating a visual language that captured confidence, individuality, and a sense of allure without relying on overused tropes.

After exploring a range of routes, I developed a design system that combined intricate illustrative elements with a contemporary typographic palette. Solenne’s identity embraced subtle ornamentation and structured layouts, giving the brand a sense of maturity and polish. The addition of packaging mockups allowed the identity to be tested in real-world applications, demonstrating how it could hold its own in a crowded retail environment.