In 2019, we set out to design a cosmetics brand as a personal exploration—an exercise in blending strategy with storytelling. The result was Beetle Cosmetics, a fictional Ghanaian skincare line built around organic products for hydration and skin regeneration.
But, what made this project meaningful wasn’t just the product. It was the philosophy behind it:
“True beauty isn’t just how you look. It’s who you are.”
Beetle Cosmetics was imagined as a brand that redefines beauty through personality, not just appearance. Its name and identity drew inspiration from the ladybug (or “lady beetle”) — a timeless symbol of grace, resilience, and feminine energy.
Branding beauty with personality.
The beauty industry is saturated with brands that sell perfection. For Beetle Cosmetics, the challenge was to carve a space that spoke to women differently—not as flawless models, but as real people whose glow comes from within. How could we build a brand that celebrated hydration and rejuvenation while tying it to confidence, personality, and inner beauty?
Our solution was to create a brand identity that was as simple as it was symbolic—one that could hold the weight of the philosophy without overshadowing it.
The identity was composed of a clean sans serif typography complemented by a minimalist drawing of a ladybug. After exploring and playing around with different logo expressions, we arrived at three distinct but consistent lockup variations. This gave the brand the flexibility to adapt across multiple touchpoints while keeping its presence instantly recognizable.
The logomark itself was inspired by the image of a ladybug at rest — calm, graceful, and understated. We intentionally kept it minimal, stripping away any excess, yet ensuring it retained its organic essence and symbolic strength.
Beyond the logo, we designed a packaging system that carried the same balance of clarity and storytelling. The forms were clean and functional, but the details—color palette, pattern, and layouts—whispered of natural simplicity and quiet elegance. We leaned into earthy tones and soft neutrals, balanced with deep, confident blues—evoking hydration, purity, and calm, while allowing the bold concept to shine without distraction.
Together, these elements created an identity that felt modern, organic, and quietly confident—just like the women it set out to celebrate.
The Campaign Concept
To bring Beetle Cosmetics to life, we imagined how the brand would communicate its vision in the real world. The campaign, built on the idea “True beauty isn’t just how you look. It’s who you are,” set out to shift the conversation in skincare from surface-level appearance to personality and self-expression.
Across outdoor and social platforms, the messaging celebrated inner beauty with bold, uplifting copy paired with visuals of African women radiating confidence and joy. From serene post-bath portraits to vibrant lifestyle moments, the imagery captured hydration and rejuvenation as metaphors for self-love and resilience.
This campaign positioned Beetle Cosmetics as more than a skincare line; it became a statement of identity. A celebration of women who embrace their natural glow, not just on their skin, but in who they are.
Impact
While Beetle Cosmetics remained a personal project, it demonstrated how brand strategy, storytelling, and design can transform even a fictional idea into a brand with real resonance.
The project explored what beauty could look like if it was anchored in personality, resilience, and authenticity. And more importantly, it reinforced our belief that the strongest brands don’t just sell products — they inspire people to see themselves differently.