How do you breathe new life into a brand without losing its identity?
And how do you move an aesthetic from the 80s into the present — without smoothing it out?

That was the challenge for Dark Blond Cosmetics.
The task was a full visual overhaul — updating, sharpening, and repositioning the brand for a new audience.
Less nostalgia. More attitude.

The idea
The foundation became a bold, graphic direction built on high contrast and unapologetic statements.

Strong visuals combined with short, confident messaging create an expression that feels raw, feminine, and self-aware. Beauty — without a filter.

The approach
The design moves away from the polished and predictable towards something more personal and edgy.

A universe where makeup is not about perfection, but about expression.
Where humour and self-irony have space.
And where the statement is just as important as the product.

The result
A brand with renewed energy and a clearer voice.
A visual identity that stands out, dares to have an opinion — and owns it.

A transformation where imagery speaks, and the words hit with precision.