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.”