FAE Beauty (Free & Equal Beauty)

When given an opportunity to work with a FAE Beauty, a brand for vegan and cruelty-free cosmetics, the first thing we did was a gut check on whether we’d be able to do something that questioned this status quo. Our client was on the exact same page, and that was a green signal to work together on something not just fun, but also meaningful. Even though it meant not fitting into what may be easier to market.

FAE Beauty was born from this thinking and ethos. FAE Beauty stands for ‘Free And Equal Beauty’ which is exactly what we wanted our purpose to be.

We even named the lipstick shades with bold statements that people think of in their heads when they try on or look at a certain shade – playing on the unspoken perception largely created by media and society. We created a strong brand ethos, a bold & dynamic brand identity and built a set of visual assets for the brand from photography to graphic illustrations.

The main typeface is Bw Gradual, picked for its unique and edgy set of glyphs and letterforms to represent the ethos of the brand. The website uses Muli.

Designing the packaging was about creating an iconic statement for the brand. We chose a clean white bullet to stand out against most brands in the beauty space in India. The iridescent finish on the carton, is meant to subtly imply the inclusiveness of the brand in every respect. We worked closely with the product development team to pick and choose size, finish, color for lipstick bullet.