Free and Equal Beauty
Free and Equal Beauty changed the way Indian cosmetic brands presented themselves. They were the first brand to go bold with their identity, while being completely transparent in their genuine pursuit of creating clean and inclusive cosmetic products.
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FAE Beauty launched with a single range of lip colours that Thought Over Design branded and designed the visual identity, along with the packaging for. Fortunately, I joined the studio just in time to be able to work on the final deliverable for the brand - the launch campaign. This was the first project I worked on for the studio, and for that reason is extremely close to me.
Striking and Out There
FAE is not a brand that hides behind the curtain. Its stands out boldly among the other brands, bringing a certain edge and excitement into the Indian cosmetic space.
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We experimented with bold typefaces, and played around with their form for their launch, while creating an engaging and informational grid for the launch of the products
Each product was scheduled to launch gradually over a period of time, with a grid that showcased its shade, its packaging, and some playful interactions with the model
