THE CHALLENGE —

Deck of Scarlet was launched as a subscription makeup brand, but couple of years after the launch, the founders made a decision to venture into the direct-to-consumer business model.

Being one of the first clean but high-performance makeup brands on the market, new positioning was calling for a bold, in-your-face point of view.

Logo on a white block inspired the graphic direction, that along with edgy photography and creative makeup reflected the new strategy of the brand.

My Role — 
New Brand Identity
Packaging Design
Art Direction
Brand photography and video Digital Design 
Brand Asset Design

ART DIRECTION —

Previously, very approachable, sexy and glamorous brand transitioned into more inclusive beauty, art direction for photography followed the vision becoming bolder and more creative with a unique point of view on makeup and overall lifestyle.

PACKAGING DESIGN —

DIGITAL DESIGN —

When rebranding, we wanted to keep the femininity of the brand and the signature artistic elements of the packaging.

I came up with a pattern, petal-looking yet abstract, as perfect marriage between feminity and artistry, that became an ownable element of the packaging design.

The pattern was always meant to be a subtle element to support and contradict the boldness of the graphics - blind-embossed on the or glossed on primary and secondary components.

I oversaw the digital design for the new brand website, working closely with a team of ui/ux designers, making sure the branding remains cohesive yet has an easy navigation and shopping experience.

My team also reworked all email design, organic, and paid social media designs, to reflect the new branding, new products, and tone of voice.

Photography: Joshua Pestka, Hannah Khymych, Ben Ritter, Nadia Wasylko, Aurelie Graillot Studio