EX1 Cosmetics is a successful cosmetic start up, exclusively producing liquid and mineral foundations.
Founded by biochemist Farah Naz, her brief to me was to develop a new brand language and visual aesthetic for EX1 and how it might be interpreted across various touch points including online (website) POS (retail) and social media.
In direct response to her competitors, my recommendation was to employ a much more product focused brand story and to dispense with the laboured model photography and hackneyed copy used by her competitors.
My solution was to give the brand ownership of the nude colour, which in turn gives it stand out and endorsement within a crowded and highly competitive category.
