A startup pioneer on-line cosmetics retailer, Birchbox finds itself in an more and more crowded house. To increase past their most loyal prospects — the younger magnificence fanatic — Siegel+Gale helped the corporate outline a bigger, underserved viewers which it refers to as “The Magnificence Majority”, i.e., the 80% of ladies who see magnificence as a helpful a part of their lives however not core to their sense of self. From there, the design agency developed a visible identification to create a house for these people the place perfection isn’t idolized and wonder is enjoyable.

The appear and feel is impressed by photograph outtakes — not the selects, however playful doodles, not the remaining blueprints, however the stunning imperfections. This resulted in patterns and graphic components using gestural brushstrokes and different “marks of the hand” to create an aesthetic that “celebrates what magnificence actually is.” In a presumably associated matter, rumors are swirling that Birchbox might promote itself to Walmart, because the retailing large continues to attempt to make inroads into e-commerce.


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