The global hair care brand It’s A 10^® Haircare ventures into the beauty industry with a brand new, certified cruelty-free makeup line Be A 10™.

Setting itself apart from the competition, Be A 10™ was created for the multi-tasker at heart – the everyday individual in pursuit of easy-to-use makeup that provides a finished, professional-quality look in 10-minutes-or less. Be your best you, Be a 10!

Logo and packaging were designed to complement the It’s A 10^® Haircare brand and its iconic colors while creating a new and inspired visual language for the cosmetic space. The energetic and electric photographic direction, cropped in closely on certain facial features, serves as both product category cues as well as rich, vibrant gradient backdrops to the new logo, with empowering product names that sparkle in gold foil.

The primary packs are tied into the language of the secondary packs through the use of gradients that highlight and add color in a fresh and expressive way.

Team Collaboration

Brand direction was developed in collaboration with Coffee or Tea Creative, from initial strategic territories through to naming convention and final production art and specifications.