Art Direction: Dew Beauty
Project type: Educational
Role: Art Direction, Graphic Design, Product Photography, Animation
Toolbox: Illustrator, Photoshop, After Effects, Premiere
The ask: create an original brand based on an unlabeled object in your house. As the art director for your brand, design logos, a style guide, product photography, logo animations, and a slideshow.
My object of choice was a travel-sized, light blue serum bottle. My brand became “Dew Beauty.” The name is inspired by the “dewy” beauty trends and my last name. I wanted the look and feel of Dew to be retro, fun, and summery.
Step 1: Mood board
Step 2: Brand manifesto and target audience
Dew is a skincare and beauty brand inspired by the ocean and the trending “natural,” glowy look. We want to encourage our customers to love and take care themselves and the planet. We are a belief-driven brand aiming to advocate for and give back to the oceans. Our beach-inspired skincare line puts your health first with SPF that doesn’t ruin your look. We celebrate natural beauty and authenticity, using the catchphrase “you dew you.”
Dew’s target customer is the 18-24-year-old woman who wants to achieve the glowy, minimalistic skin and makeup look of her dreams. She loves the outdoors and being in the sun but knows the importance of protecting her skin. Dew it for you!
