Ashish Narayan

An identity built from five numbers and twelve options

Five numbers and twelve options

A beauty brand that tells you to buy less.

  1. Cover
    01Cover — Betta Beaut, through a brand designer's eyes: a mark built from five numbers and a wordmark chosen from twelve.Full size ↗
  2. The brief
    02The brief — Two audiences, one promise, and one word the brand may never use.Full size ↗
  3. The mark
    03The mark — Two circles and their tangents make a sideways heart that reads as B; a back layer makes it BB.Full size ↗
  4. Versions
    04Versions — One mark, every surface it will meet — and the two monograms it replaced.Full size ↗
  5. Wordmark exploration
    05Wordmark exploration — Four geometric faces in three cases, each shown large, on ivory, and at nav size.Full size ↗
  6. The chosen wordmark
    06The chosen wordmark — A1 — Jost Medium, set solid, with the tt ligature kept.Full size ↗
  7. Colour
    07Colour — Cool jewel scenes, one warm glow, and the colours removed on purpose.Full size ↗
  8. The contrast model
    08The contrast model — Every scene, every glass type, modelled rather than eyeballed.Full size ↗
  9. The brand book
    09The brand book — Twelve sections, and a rule about which source wins.Full size ↗
  10. Brand as code
    10Brand as code — The rules are not in a PDF. They fail the build.Full size ↗
  11. Outcomes and limits
    11Outcomes and limits — Where the identity stands, and what this document could not verify.Full size ↗
  12. Closing
    12Closing — BettaBeaut, Chandigarh Tri-City, 2026.Full size ↗
B-SIDEOff the record