Lords + Angels is a premium science-based beauty brand.
Our brief for this start-up was to define and activate a brand purpose including brand strategy, positioning, naming, visual identity and packaging design.
We positioned Lords + Angels as an Alchemist archetype, blending science and spiritual empowerment. This drove our brand purpose - to celebrate personal growth and foster positive change through science-based beauty.
We drew inspiration from the Notre-Dame and an architectural concept for rebuilding the old cathedral after the fire in 2019. This blend of old and new was a catalyst for our overarching brand identity and design.
The Lords + Angels brand identity blends old-style Feijoa typography, with sans-serif Söhne ( by Klim Type Foundry) representing science. The random cross hatch pattern derived from the + in the identity and bold colour system inspired by stained glass windows is used across all brand touchpoints.
Premium packaging provides a sensory experience and delight when opened.
The outer packaging is clinical white and supported with a scientific narrative but delivered conversationally with confidence and sincerity. The inner pack brings surprise through bursts of colour and represents the inner beauty within us all.
Charisma and personality shine through the minimalism design, and colour creates an enjoyable brand experience with style, personality and purpose.