LORDS + ANGELS

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.