An identity built from five numbers and twelve options.
The full document is twelve rendered panels — the mark's geometry, the wordmark grid, the palette and its contrast model, the brand book, and the lint that enforces all of it.
A beauty brand that tells you to buy less.
The product's whole promise is a shorter shopping list. An identity that looked like every other beauty brand would have undercut it before a word was read.
Two audiences, one mark
- Customers, and the salons serving them
- Clinical enough to be believed about skin
- Warm enough to read as care, not correction
- Gender-neutral, and tested against that claim
What the brand may never do
- No fairness language, everRule 05
- No pink, magenta, coral or rose in the palette
- No countdown timers, no manufactured urgency
- Red reserved; dots carry state instead
A beauty brand in India that refuses fairness language is giving up the most reliable lever in the category. That was the point.
Five numbers, and everything generated from them.
Two equal bowls joined to a softly rounded point by straight tangent lines, with a deeper layer behind so the mark reads as BB — the two sides of one platform.
Bowl radius
0.283 × height
Bowl centres apart
0.434 × height
Point to centres
0.565 × height
Back-layer offset x
also the clear-space unit
It began as a reference sketch and was rebuilt as geometry, so the favicon, the app icons, the avatars and the React component are generated from the same five values rather than redrawn and drifting apart. The bowls stay open at 16px, which is what ruled out the two monograms it replaced.
Twelve options, judged at the size they would be read.
- Before
- Two words with a space, set in the body face — the name, typeset, with nothing about it that belonged to this brand in particular.
- What forced it
- Four geometric faces were tried in three cases, each rendered large on dark, on the ivory strip, and at navigation size in the dark glass bar. A wordmark that only works at 90px is not a wordmark.
- The decision
- A1: Jost Medium, set solid as one word, tracking −0.02em, with the tt ligature kept rather than disabled.
- What it changed
- Three checkable reasons. Pure circles and sharp apexes make it the most clinical of the four, which matters for a brand making claims about skin. Its capital B echoes the mark's two bowls, so the lockup reads as one object. And the shared crossbar on the double t makes the solid setting look deliberate instead of like a missing space.
Live text on the site, never an image. Jost for the wordmark only; Inter for everything else. Never bold, spaced, hyphenated, or abbreviated to initials.
A palette you can check, not admire.
88% white text over every scene and every glass type, modelled at full strength under the veil and the background's white lines — the brightest spot text can ever sit on.
| White text over… | On the scene | Default glass | Card on glass | Solid fallback |
|---|---|---|---|---|
| Navy | 10.52 | 13.36 | 11.56 | 14.34 |
| Cobalt | 5.24 | 11.60 | 9.90 | 14.16 |
| Sky | 4.89 | 11.35 | 9.66 | 14.12 |
| Violet | 5.95 | 11.94 | 10.22 | 14.19 |
| Ocean | 5.28 | 11.62 | 9.90 | 14.16 |
| Teal | 4.96 | 11.45 | 9.74 | 14.14 |
| Emerald | 5.17 | 11.58 | 9.85 | 14.16 |
| Copper | 5.64 | 11.79 | 10.05 | 14.17 |
A unit test fails if any pair drops below its minimum, which is why five visual directions in three days was survivable: changing a scene colour tells you it broke before anyone sees it.
Version four removed the warm accents the same day they were questioned — magenta, coral, and heading lines at 55% white. The retired tokens stay out of the palette rather than being left available and discouraged.
Shipped, enforced, and honest about the gaps.
- Mark, wordmark, lockups, app icons and avatars all generated from one geometry
- A twelve-section brand book, with the code named as the winning source where the two disagree
- A design-system lint that rejects raw colours, emoji used as icons and bold headings, printing file and line
- Social templates rendered from code at every channel size, so a new post is content rather than a new design
- Photography is stand-in and licensed for sample use; a consented shoot with Indian models is undecided
- Print CMYK and Pantone values are approximations in the book — nothing has been proofed on press
- The identity has not met a customer at scale; it is live in pre-launch
- No brand recall, preference or recognition has been measured, and none is claimed
Read the full document
Twelve panels: the mark's geometry, the wordmark grid, the palette and its contrast model, the brand book, and the lint.