When the ambition of a brand changes, its identity has to evolve with it. The original identity had a clear starting point, but as the company prepared to launch its product and enter conversations with investors, it became clear that the visual language no longer reflected the brand’s ambition. For Bewy, we moved away from a literal and playful visual language toward something more refined, credible and future-oriented. The new identity is built around three ideas: space, letter B, and progress. A visual identity designed to reflect where Bewy is going, not where it started.

the green background looks good. which bewy logo do you like?

Why do half the skincare and fashion brands launching this year look like they share the same designer?

Serif logotype, tight tracking, one accent color. ✅ It reads as elevated the first time. By the twentieth brand, it reads as a template, not a decision.

Safe typography isn't neutral, it's a choice too, sometimes one that avoids taking a position 🤭.

So I designed a set of mockups with custom letterforms built to argue the opposite: type with weight, texture, and enough attitude to hold its ground on a shelf full of quiet logos. 💅

What's the last fashion or skincare brand whose type actually made you stop scrolling?

That cap, texture and typography fits very well together. This really is different, yet safe. Good work!