Rebranding: Bite Beauty

TYPE —
Branding Design

ROLES —
Research, Brand Strategy, Brand Identity

TOOLS —
Illustrator, Photoshop, InDesign, Premiere Pro

Rebranding:
Bite Beauty

TYPE —
Branding Design

ROLES —
Research, Brand Strategy, Brand Identity

TOOLS —
Illustrator, Photoshop, InDesign,
Premiere Pro

Bite Beauty is a Canadian lipstick and lip care brand that is known for its high quality in both pigmentation performance and the ingredients it was built upon. The brand is built on the belief that what you put on your lips should be as good as what you put in your mouth. The current brand identity challenges include inconsistency across different brand applications as some give off the vibe of cheeky and fun, while others give off feelings of edgy sophistication.

The new Bite Beauty identity is built on its original mission to communicate the idea of sophistication, boldness, customizability and all-natural food-grade ingredients. Keeping the bold red and grey colours, the new Bite Beauty incorporates a new earthy palette that reminds customers of the brand’s belief in handmade quality products that are also safe to consume. Lipstick quality is not compromised by the bright and bold hues of highly-pigmented shades.

Bite Beauty is a Canadian lipstick and lip care brand that is known for its high quality in both pigmentation performance and the ingredients it was built upon. The brand is built on the belief that what you put on your lips should be as good as what you put in your mouth. The current brand identity challenges include inconsistency across different brand applications as some give off the vibe of cheeky and fun, while others give off feelings of edgy sophistication.

The new Bite Beauty identity is built on its original mission to communicate the idea of sophistication, boldness, customizability and all-natural food-grade ingredients. Keeping the bold red and grey colours, the new Bite Beauty incorporates a new earthy palette that reminds customers of the brand’s belief in handmade quality products that are also safe to consume. Lipstick quality is not compromised by the bright and bold hues of highly-pigmented shades.

BiteBeauty_Business_Package
Bite_Main_Logo

Primary Logo

Redesigning the Logo

The new logo consists of a brandmark similar to the shape of a lipstick bullet, while its dynamic quality emphasizes the customizability of its products. By creating a dynamic logo, Bite reminds customers that they are a brand that believes in serving a diverse range of individuals who are unique in their own ways and not defined by the same mould.

BiteBeauty_Logo_Compiled
BiteBeauty_Animated_Logo

The final brandmark is dynamic, minimal and modern. The lower half shape stays the same, reinforcing that the brand is built on a strong foundation of high-quality food-grade ingredients and its promise to the customers. The upper half is dynamic, showing the customizability of the brand. The entire form is based on different shapes of women’s used lipsticks and outlines the “B” of Bite Beauty.

The final brandmark is dynamic, minimal and modern. The lower half shape stays the same, reinforcing that the brand is built on a strong foundation of high-quality food-grade ingredients and its promise to the customers. The upper half is dynamic, showing the customizability of the brand. The entire form is based on different shapes of women’s used lipsticks and outlines the “B” of
Bite Beauty.

Business Package

The package includes the letterhead, envelope design and business cards. The full signature is used as the letterhead, and the main logo is used for envelopes and business cards.

BiteBeauty_Business_Package

Packaging Design

To continue the dynamic quality of the visual identity, six basic shapes are taken from the logo to be used throughout the brand applications. Knockout logos are used for stickers and shopping bags. The dynamic lipstick logos are implemented on the caps as well as imprinted at the bottom of the tube for colour differentiation with a finished debossed, shiny surface.

BiteBeauty_RoundJar_Packaging
BiteBeauty_Lipstick_Packaging_Illustration

Website Design—Home Page

The home page breaks off into current promotions, about, discounted products, other collections and kits, social media features, and footer sections. The overall look is clean and bright, with the use of illustration watermarks in the background and clear type hierarchy to indicate sections.

Website Design—
Home Page

The home page breaks off into current promotions, about, discounted products, other collections and kits, social media features, and footer sections. The overall look is clean and bright, with the use of illustration watermarks in the background and clear type hierarchy to indicate sections.

Website Design—Product Page

The product page has a detailed description section and accompanying photos. The top of the page is kept minimal and clean as to not distract from important information. The second half of the page includes a behind the scenes video and reviews. 

Website Design—
Product Page

The product page has a detailed description section and accompanying photos. The top of the page is kept minimal and clean as to not distract from important information. The second half of the page includes a behind the scenes video and reviews. 

Newsletter

Consistent with the website, the mobile version of the email newsletter uses illustrations to highlight text information and translate the brand’s visual identity.

Storefront/3D Environment

This is how the Bite LipLab storefront would look adhering to the new identity, with pieces of vinyl shaped like lipstick bullets.

Storefront/3D Environment

This is how the Bite LipLab storefront would look adhering to the new identity, with pieces of vinyl shaped like lipstick bullets.

BiteBeauty_StoreFront_Mockup

Subway Ad/Billboard

To shine the spotlight on the bold pigments of Bite Beauty, heavy use of photography constitutes the promotional material of the brand.

Subway Ad & Billboards

To shine the spotlight on the bold pigments
of Bite Beauty, heavy use of photography constitutes the promotional material of
the brand.

BiteBeauty_Subway_Mockup
BiteBeauty_Billboard_Mockup_1
BiteBeauty_Billboard_Mockup_2

The Brand Book

Coming soon!

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© Mirabelle Wang, 2020

Interested in working with me?
Send me a message—
mirabelle605@gmail.com

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