UNAPOLOGETICALLY
REAL BEAUTY ESSENTIALS
The beauty accessories category had become stagnant, lacking energy and desirability. Our brief was to create a brand that could speak to today’s diverse consumer and drive excitement in the category.
Beauty has long been defined by narrow, unrealistic standards. Today’s consumers are rejecting perfection and seeking brands that celebrate self-expression and individuality.
Bold positivity, radical inclusivity and striking shelf presence iLLi is beauty, unfiltered. A brand that reimagines beauty accessories and breaks category norms.
We developed the brand positioning ‘Here for you, for real.’ that placed the brand as your beauty BFF, who offers words of encouragement and is unapologetically real to embolden each and every person’s realness. Who’ll tell it like it is, look on the lighter side and approach life with a smile.
The brand’s name is a perfectly imperfect palindrome, a bold expression of individuality.
Its mark captures authenticity in every detail, beginning with an asymmetrical logo that reflects the uniqueness of each person, a real mirror of individuality, not perfected social personas.
Unapologetically real. We say it as it is in a confident, positive and carefree way... we love a giggle.
Striking colour palette that demands attention.
feels like
What we did:
- Brand strategy
- Brand naming
- Brand identity
- Packaging
- Digital and social
- Style guide
