Sometimes it's better to colour first
& draw the lines later.
Gush was created around one seed thought – joy. Born in the pandemic, when stagnancy was the norm, this clean beauty brand was all about being uncomplicated and unrestricted. We took inspiration from the generation of go-getters it was made for and worked out their identity, packaging, brand guidelines, messaging, website, social media templates, and influencer kits.
Gush, that burst of excitement, echoed through all our collaterals. But first, we built out this feeling of fun with strategic parameters of a brand manifesto, positioning, and copy tonality. We knew it was high time makeup was made joyful again, so we said it out loud.
The identity features a bold wordmark and the brandmark of the Northstar. Because what better way to navigate your way in a world made with no rules, where you get to shine your brightest? The colour palette was a mix of bright hues paired with pastels and neutrals which would contrast, complement, and most of all bring that exuberance to our visual system.
The website was designed with a pop of life, where every scroll would excite you, and every purchase would make you smile. For photography and styling, we decided to go with a smear here, a splash there, and confetti everywhere! We even extended this cheerful mood into custom icons, vibrant packaging, and social media templates for an all-round user experience. All these assets came together in the brand guidelines to piece together the ethos of Gush.
Like the philosophy of the brand, we wanted to give the people what they were looking for, even if they didn’t know it yet. Something effortless. Something real. Something that makes you gush.
