Client: Quem Disse, Berenice?

Service: Creative Direction, Strategy, Brand Identity, Design System, Social Media


Project Description:

Quem Disse, Berenice? is one of the biggest beauty brand in Brazil. The make-up and cosmetics company from  Boticário group that  completes ten years in 2022, and we led the visual rebranding, for the brand's new moment. The brand presents the concept of Undisciplined Beauty, with the idea of spreading freedom in the  beauty routine. 

Beauty is inner authenticity and outer empowerment. In 2021, we participated in the process of redefining the brand narrative, which gave rise to the new visual identity launched together with the "Undisciplined Assumed" campaign made by @w3haus and We lead all the visual research and development, creating and unfolding the brand's expressions that were thought from the concept of indiscipline in the routine - "Make to cause and skincare to compensate!" created by @brufigueiredo . To guide the construction of the graphic pieces in a way that is consistent with the “From glitter to glycolic” positioning, we created a grid divided in half to explore the concepts that complement and contrast each other. The project foresees applications in social media, website, out of home and packaging. The colors of the palette can be used in combinations with each other in opposite colors, symbolizing the counterpoints of the behavioral lines, the crazy make-up or the skincare fairy - or mixed together resulting in gradients, symbolizing the lack of rigidity between the behavioral lines, for those who want everything together and mixed. We have variations of graphic elements and simple illustrations for use on social media or a website, as well as a photo guide.

ouieieee is a design agency,
but we like to call ourselves a multi-disciplinary creative studio. We believe in a human and dynamic approach for branding and design.

Based in:

São Paulo - Paris

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Creative direction
Brand & visual identity
Art direction
Creative consulting
Book & Editorial design
Packaging design
Website design
Film & Motion