Shift

Our beauty branding journey with Shift began with naming. This step followed our comprehensive brand workshop, where we dug deep into Shift’s values, purpose, competition, and overall brand personality. The name “Shift” perfectly encapsulates a change in mindset, a shift towards sustainability, and a transformation in consumer behaviour.

We complemented the name with an abstract mark that symbolises freedom and movement, further expressing the brand’s dynamic personality. Unlike the generic photography of their competitors, we aimed for a bold, expressive, and revolutionary visual identity. Our focus was on creating a personal and human connection, as it’s the people who will drive this change, make this shift, and express their individuality.

The free-moving shape in the logo represents this personal touch, highlighting the human aspect of the brand. Our art direction for the photography was loud and proud, showcasing diverse personalities and individuality. The design for typography had no rigid rules, with elements like circling or underlining certain words, giving the type a handwritten feel and adding another layer of expressiveness.

Our colour palette was vibrant and celebratory, reflecting the shift that the brand aims to lead in the industry. Different colours were used to differentiate various scents, adding a fun and recognisable touch to the brand.

Throughout the process, we kept packaging in mind. We designed add-ons like stickers featuring their strap line “zero waste beauty,” ensuring that the visual identity was cohesive and adaptable across different mediums.