The brief was simple: Create a brand that feels authentic, fun, trustworthy, and vibrant: A brand that felt like a girlfriend or older sister giving you beauty and lifestyle advice.

So we developed a brand name and complementary brand kit that reflected just that; one that felt whimsical, friendly, and played on the idea of unlocking a secret vault of affordable buys — exclusive, exciting, authentic.

Designed to appeal to a predominately young, feminine demographic, we developed an EDM and social strategy that felt colloquial, fresh, modern, and in-the-know. Because if you know… you know.