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A visual identity for the DECIEM ABNORMAL BEAUTY COMPANY brand campaign.
DECIEM ABNORMAL BEAUTY COMPANY wanted to create a brand moment and give back to the community. One of the company’s pillars is integrity, and they aim to build a strong culture around the brand with a “human face.” The idea was to spread a little joy during the gloomy Toronto spring at a few of their stores by giving away complimentary bouquets from a local florist with any purchase.
DECIEM stands out for its abnormal approach to products, business, and design. The challenge was to develop a visual language that is contemporary, avoids the clichés of typical beauty brands, and effectively represents the main idea—flowers.
To achieve this, we opted for a bold abstract visual style that stands out and evokes the vibrant patterns of flowers without being overly explicit. Additionally, we designed a logo using the same font as the original ABNORMAL BEAUTY COMPANY style, incorporating minimal floral motifs to establish a strong visual connection.
This bold and abstract approach opened up possibilities for adaptability, enabling us not only to create eye-catching compositions but also to translate them across various media such as social media, signage, out-of-home experiences, and stickers.
As a result, customers were captivated and intrigued by the colourful visuals, motivating them to visit the stores not only for skincare shopping but also to become part of a vibrant community that supports local vendors and spreads joy during rainy days, embodying the manifesto “April showers bring May flowers.”
Art Direction
Visual Concept
Graphic Design
Creative Director
JASON SANTOS
Producer
SYDNEY PETROVIC
Photographer
AAYUSHI RANA
