Previously known as Babe Lash, Babe Original rebranded in 2022 to encompass a wider product line. Staying true to the heritage of the cosmetics brand, Hint created a customized wordmark for Babe Original and each of its three brand families. Didot’s letterforms – with two simple ligatures for BA and IN – create a seamless, classic wordmark, while the brand’s primary type, Sharp Grotesk, introduces boldness and youth to the packaging, social, and other brand touchpoints. A system of condensed and wide weights allows for the type to be fluid in space and tone. By uniting bold typography with a bright color palette, the re-brand is simply expressive and eye-catching in both retail and digital spaces.