Fiils

BRAND IDENTITY / PACKAGING / DIGITAL

Sustainable beauty essentials start-up, previously known as The Conscious Beauty Co. had the opportunity to come up with a new name - Fiils, and with this, a rebrand. With a circular economy model where all their products are refillable, recyclable, and reusable, they wanted a new visual identity to reflect their mission and 'glass half full' approach to sustainability. I worked together with 2 junior designers and a copywriter to create a new brand identity and packaging to highlight that doing your bit for the planet doesn't mean having to go to the extremes of martyrdom.

My role: Creative Director and designer
Agency: Childish Design

THE BRAND CONCEPT

Always half full

Never half empty. We wanted the brand to own the space of sustainability optimism with a visual identity that celebrates doing your bit without the dogmatic attitudes that can often follow suit. With the use of bright vivid colors, a nod to the natural ingredients within the products, along with stickers and glyphs interspersed within the imagery and typography, we want to show that being eco doesn't mean being boring or having to compromise on quality or style.