Challenge: cutting through a crowded beauty market in a way that feels authoritative, artistic and authentic.

We led a strategic approach to brand copy for Blink Brow Bar, creating a tone of voice that stands out in the category. The goal was to instil a sense of trust in our buyers. There’s so much fluff in the beauty space, so we cut that to appear more human

- ‘the only fluffy thing about us is our brows.’

At its core was the insight that people are experiencing ‘perfection fatigue,’ that brows are sisters, not twins. From here, we built the strategy that would allow people to ‘build’ their brows without the goal of perfection in mind. We leaned into the artistic language of the space - sculpt, shape, define - and harnessed it to bring to life the artistic nature of grooming. In art, there’s no such thing as a mistake or imperfection.

Fusing Eastern tradition with Western beauty allowed us to stay true to the brand’s heritage whilst capitalising on minimalist trends, culminating in a conceptual, clean-cut verbal expression across web, socials and product packaging that feels intelligent and playful.