Starting strong

Wild Wink

Project Scope
Brand Strategy
Brand Identity
Digital Design
Packaging Design

Wild Wink is a startup beauty, cosmetics and personal care company whose first product offering is a line of premium false eyelashes. We worked with the company’s founder to identify the unique set of values that would define not only the brand, but the company’s direction and products. The combination of the brand values of “daring, high-end, vibrant and artistic,” and the client’s direction that we take visual inspiration from the American west, informed our development of a geometric word mark that feels comfortably at home in the cosmetics industry and an abstract feather/winking eye logo. We finished the identity with a color palette of always on-trend black and a hint of vibrant turquoise.

As a new brand with relatively few opportunities with which to connect with customers, we focused on presenting the new feather/winking eye icon as consistently as possible across all potential customer touch points. Knowing that many potential customers would likely be first exposed to the new brand via highly-influential social media posts, we connected the online visual experience with the packaging visual experience by designing product packaging featuring circular lids that echo the look of the Wild Wink social media icon.