(Introduction)
Total rebrand for JB Lashes, a professional brand that caters to lash artists all over the world, specializing in their abundance of tools and aftercare products.
(Project type)
Brand Identity, Graphic Design
(Credits)
JB Cosmetics
(Challenge)
JB Lashes needed a huge refresh to the brand, as the last refresh was around 7 years ago. While the products themselves were of considerable quality and was known as one of the first lash extension suppliers to launch in North America, the way the brand translated did not reflect what JB Lashes wanted to be.
By moving away from the tired “fun and flirty” and creating a “cool & chic” persona, we sought to embody a feminine but elevated modern woman (or man!). We strove to more accurately reflect the demographic that JB Lashes serviced as well as fill in many of the holes that the lash artistry industry neglected.
(Logos & Color Palette)
We still wanted to maintain the brand integrity, as JB Lashes has been known as “the pink brand” within the industry, We rounded out the logo and lightened up the JB Pink (while adding a grounding black and dark red) to inject the same quirkiness the brand was known for, but to also round out and make the brand feel full of life.
(Collateral)
Overhauling the brand also included overhauling the socials, emails, and other outward facing materials.
