On Creating Memorable Brands What do a beauty brand’s visual identity and product form really mean? It is a question we often return to as designers. Every brand begins from a different place. Some are at the very beginning of their journey, searching for the language and visual assets needed to express who they are. Others have spent years building an identity and are now re-evaluating it as markets evolve, customers change, and new ambitions emerge. In the end, most of the brands we meet are facing one of two moments: they are either starting something new or starting again.
What they hope to achieve is equally diverse. Some want to feel more premium. Some want to connect with a younger audience. Others want to close the gap between how they see themselves and how they are perceived by their customers. Yet despite these differences, there is one thing we consistently consider most important: creating a distinctive sense of attraction that belongs to the brand and no one else.
The beauty industry is exceptionally competitive. New brands and products appear every day, each competing for attention in an increasingly crowded market. Naturally, we want the brands we design to be noticed. We want them to attract attention, to be remembered, and ultimately to be chosen. In the design industry, visibility and longevity are often discussed as if they are opposing values. We see them differently. A brand that is never noticed rarely gets the opportunity to be remembered.
Before a brand can grow, it must first be discovered. It needs to stop someone in their tracks, invite a second look, and spark curiosity. We believe visual identity and product design play a crucial role in creating that opportunity. They are often the first point of contact between a brand and the people it hopes to reach. What we create is not simply a logo, a package, or a product. We create an opportunity for a brand to take its next step and connect with more people.
Of course, making a strong first impression is not enough. The real challenge is not how brightly a brand shines, but how long it can continue to shine in its own way. That is why, with every project, we strive to uncover a brand’s unique appeal and express it through the most appropriate visual language and product form. Not simply to gain attention, but to transform attention into memory.
The constellations we remember are made of stars that have continued to shine in their place for generations. In much the same way, a great brand must do more than capture attention for a moment. It must remain in people’s minds long after that first encounter. We design not only for the moment a brand is noticed, but for the journey that turns attention into memory.