Sarah Biggers, a makeup stylist in Hollywood with strong Georgia roots, had the know-how and the verve to launch a beauty Brand, but she also had a unique vision: a full makeup line comprised of green, clean, vegan formulations, in bold shades developed for women of every skin tone.

But natural products had a reputation for being ineffective, and what’s more, the ‘natural’ or ‘organic’ claim itself had become overused and lost its meaning (if it had any solid claims, to begin with). Sarah needed to find a way to overcome the shaky history of these claims while still using them as a foundation to rebrand ‘green’ and ‘natural’ beauty. What’s more, she wanted to champion underrepresented demographics, making a beauty line truly for all women.

Clove + Hallow’s diversity would be its power. We worked with the brand’s internal strategy team to segment consumers and tailor messaging to each. A truly intersectional brand with mass appeal on both an aesthetic and value level, Clove+ Hallow’s specific claims — vegan, halal, kosher— could be shaped, we found, into a ‘clean’ beauty proposition, appealing to disparate segments of the market while lending credence to an otherwise ill-defined ‘natural’ or ‘organic’ claim. Using psychographic ideation informed by beauty industry stats, we discovered the Clove + Hallow consumer would value a bold, rich approach to color as much as she would knowing her products were crafted naturally and humanely.

She could be a woman of color who’s looking for inspiring shades that complement her skin tone; she could be a mother looking for a brand that empowers her and makes her confident; or she could be a woman looking for a beauty brand as effective as it is natural. Above all, she would be looking for a lasting, bold product. For Clove + Hallow’s launch, we integrated with her marketing team to develop a full suite of print collateral, digital promos, custom in-store displays, and packaging systems for future SKUs. The brand skyrocketed, winning several best-in-beauty awards and garnering a spot in ‘Oprah’s Favorite Things’ the year of its launch.

Click here to see more pictures of the finished design.