Beaut is a creation of products and people dedicated to the pursuit of wellbeing. In an exploding category of at-home skincare products, at a time when beauty ritual and self-nurture has climbed in priority, along came Beaut. An all-female founded, African-born range of four potent face serums.
The brand identity was developed by Parsons Branding, and the web design is by Digital Butter. Creative Director Craig Parsons comments on the type choices:
Reckless Neue (Displaay) was selected as the primary typeface, because one of the main strategic insights around the brand was coming up with the emotive serum variant names – so pairing these personable / fun names like ‘Wrinkle Shrinkle’ or ‘Face Juice’ with a really renaissance style serif typeface, created a real ‘graphic tension’. Reckless Neue is paired with Founders Grotesk (Klim) for all smaller text.
The brand mark itself actually came before the wordmark, so the hunt for a geometric, modular typeface to work well with the brand mark began. We landed on Kobe (VJ-Type) for its fun curves and characterful glyphs which we found apt when considering the brands unique purpose and approach to skincare.