A true embodiment of the Rebel brand archetype, Esther of Vespertine Beauty wanted an identity that will stand out within the, often 'too-feminine' and pretty, beauty industry. Our goal is to create a visual that will attract a broader clientele while also creating an inclusive space. Visual 'bad-ass-ery' is achieved with the customizations found in the monogram, illustration, and wordmark; creating a genuinely bold and disruptive brand experience.