Etra beauty

Etra beauty is an inclusive and ethical make-up brand on a mission to create a safe space that harnesses the power of make-up to help individuals embrace their authentic selves. With a commitment to being cruelty-free, sustainable and LGBTQ+ friendly, Etra was seeking to create a world that provided vegan make-up for people of all genders and colours. The founders approached us looking to consolidate their branding, feeling a disconnect between their brand image and website, and their target audience.

Our primary challenge for this project was to create a brand identity that communicated inclusivity and sustainability without resorting to clichés. To bring the brand to life, we created a brand identity and packaging concept that is contemporary and fresh, speaks to all genders and breaks away from stereotypes. To encapsulate the concept of a safe space, we designed a logo with softened corners and gentle shapes. The lowercase sans serif in the logo conveys a sense of approachability and softness, while its geometric and bold nature reflects the brand's modern look and feel, which appeals to their customers.

Since their products will mainly be sold on their Shopify website, we knew the website needed to clearly communicate who the product is for and its sustainability/ethical credentials. For this, we decided to include references to their audience and values throughout the entire website, through aesthetics, photography and language, in order to create a seamless world for their target audience.