Feel good beauty


TheVeganKind (TVK) are a subscription based business and the UK’s biggest online vegan supermarket. They deliver different boxes of wonderful vegan products every month to their subscribers. With a mission to ‘make a vegan lifestyle accessible to all, providing world class customer service and offering the widest range of products to show how simple it is to live life vegan’, TVK have grown from strength to strength since being founded in 2013.

After the success of their premier product, TheVeganKind Lifestyle Box, they approached us to give their Beauty Box a makeover and its own visual style.

To start the process, we thought about how we wanted to make their customers feel. We wanted them to feel good about using cruelty free products, feel good about their beauty and feel good (like ‘Christmas-morning excitement’ good) as soon as the box lands on their doorstep. This thinking led us to an essence of ‘Feel good beauty’ that would inspire the design and become a strapline for the Beauty Box.

With the existing Beauty Box logo in place, we created a fresh and vibrant colour combination of teal and coral-pink. Taking inspiration from the design of the products, we created a library of exciting shapes that could be used as a visual style for the Beauty Box, with these shapes forming the overlapping design of the box.

To support the essence of ‘Feel good beauty’ we wanted create moments of ‘surprise and delight’ for the customers. So, we placed little bits of micro-copy and personality all over the box to make them smile. We even created a poem for the inside of the box to greet people — have a read below.

With the boxes printed and ready to ship, we also developed a photography style. The style needed to match the vibrant personality of the box so we styled the products to appear to be bursting out of the box, using a variety of shots on beautifully coloured backgrounds. We currently photograph each bi-monthly box, creating a suite of social and marketing assets to help promote the box.

Definitely a feel good project all-around!

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