Softie beauty is an inclusive skincare company using natural ingredients and flower extracts to bring soft skin to young environmentally-conscious individuals.

Brand's values are inclusivity and ethics as well as freedom of expression for all - with makeup or without each person has the right to be proud of being soft. The challange of this project was to make it look eco-friendly and natural while making the visual identity appeal to young target audience. Soft typography and imagery of dreamy flowers were paired with bright colours and youthful imagery to give soft yet unique and youthful feel to the brand identity.