Wisp Beauty

Brand Identity & Product Packaging

Year:

2025

Category:

Brand Identity & Product Packaging

Client:

Wisp

Project Overview

Founded by best friends Zoe and Christina in the South West of England, Wisp Beauty manufacture and sell pre-glued eyelash extensions direct to consumer. The pair - with experience in the beauty and wellness space - saw a gap in the market between applying lashes at home and attending bi-weekly lash appointments, and wanted to enter the industry with a brand that captured the bold confidence of their personalities.

Our Approach

When they approached Aspect Studio, it was clear Zoe and Christina had a clear and unwavering vision; to be a disruptor in the eyelash sector with a brand that felt equally punk as it did pink. They were determined to avoid the predictable “soft and girly” aesthetic that dominates so much of the beauty market and briefed us to avoid pastels, blushes, and cursive at all costs.

After exploring several creative directions, the pair signed off on a dark romantic style that balanced luxury with a rebellious feminine edge. Although they had discussed the potential to avoid pink entirely, the pair agreed that the striking contrast between hot pink accents and a gothic, ornamental design language was undeniable.

Drawing inspiration from intricate illustration styles, we experimented with various motifs including skeleton hands, moths, and angels before ultimately choosing a flame as the lead icon - a symbol of passion, defiance, and bold individuality.

the outcome

To bring the flame icon to life, we began with hand-drawn sketches to capture the right balance of “flicker” and “wisp”, refining the form before vectorising it in Adobe Illustrator. Typography was equally important - the brand needed a typeface with enough weight and attitude to match the dark, dramatic tone of the identity. After testing countless options, we selected LeKick Regular, a blackletter-inspired font with a contemporary twist, as the primary display typeface.

Because Wisp’s identity needed to stretch far beyond social media, we created a suite of logo variations with versatile typography pairings for the packaging, web, and product applications. Where LeKick’s impact felt too heavy, we introduced Quiverleaf, a clean yet enigmatic sans-serif that carried the same personality in a more minimal form.

Once the identity system was finalised, we delivered a comprehensive set of brand guidelines and supported the team in working directly with their product manufacturers, refining die-lines, applying a custom Pantone palette, and ensuring the new brand translated seamlessly from screen to shelf.