Brand & Campaign
Beautyfor people whoaren’t really intobeauty.Beauty for people whoaren’t really into beauty.
The beauty industry sells transformation. More color. More steps. More products. More promises. But a growing audience wants less. Look better. Take care of your skin. Get out the door. So we created the WARE brand approach. Beauty without the baggage.
Our role
- Brand Strategy
- Brand Identity
- Naming
- Creative Direction
- Packaging
- Campaign Development
- Digital
- Social
- E-commerce
The opportunity
Beauty is becoming more inclusive in who appears in the advertising. But the category still behaves very much like the beauty category. The language. The packaging. The rituals. The promise of transformation.
We saw an opportunity to build a brand around something other than gender. Attitude. For people who wanted the benefits of beauty products without having to buy into beauty culture.
WARE — launch film
Chapter 01
Don't call it makeup.
Traditional beauty language immediately pulled WARE back into the conventions we were trying to escape. So we spoke plainly. What is it? What does it do? Why would I use it? Direct. Dry. Occasionally irreverent. Facts over fantasy. Benefits over beauty-speak.
“SPF without the WTF.”
Product naming and copy that said the quiet part out loud — Screencream, Poreboy, The Daily, Bump. What it is. What it does. Done.
Chapter 02
Make the product
the brand.
The same thinking shaped the identity and packaging. Rather than code WARE masculine, feminine or somewhere artificially in between, we stripped away the usual category signals. Simple forms. Direct typography. Straightforward information. Nothing precious.
Not masculine.Not feminine.Just useful.
Digital & e-commerce
A store as direct
as the product.
Chapter 03
Give the brand somewhere to live.
A brand like WARE couldn’t just show up for campaigns. It needed a point of view every day.
We built social as an extension of the brand itself, part product demo, part education, part entertainment. Real faces. Product truths. Dry humor. Unexpected beauty shots. Content designed to feel native to the feed without losing what made WARE recognizable.
Demonstrate.Educate.Entertain. Repeat.
The system gave us room to move. A product launch could sit next to a bad Zoom joke. A how-to next to an influencer trying the product. A retail announcement next to something that simply made you stop scrolling.
Social also became a way to let other people tell the WARE story. Influencer and creator content focused less on endorsement and more on use: put the product in people’s hands, show what it actually does, and let their experience do the selling.
Not everything needed to look like an ad. It just needed to look like WARE.
Beyond beauty
WARE ultimately isn’t about makeup. It is about permission. You can care about how you look without caring about beauty culture. You can take care of your skin without adopting a ten-step ritual. And a brand doesn’t need to decide whether you’re masculine, feminine or anything else before deciding how to talk to you.
WARE is built for anyone who wants the product — without everything the category traditionally wraps around it.
Communication Arts — Shortlist
Recognized for brand identity and packaging design.
Next project
Burn Rate Fitness