It’s no secret that the beauty industry is a highly visual one, and when we were going through the process of designing the Lithe Lashes brand, we spent a lot of time pulling inspiration and creating moodboards to represent the direction we wanted to take it in, from the brand design itself, to the packaging, to the photos. It was a way for us to communicate what the brand stands for and bring to life one of the underlying concepts — finding beauty in simplicity.


We determined that our customer was natural, stylish, timeless, confident, conscious and modest, so we knew that’s who we wanted to appeal to. The question, was, how do we do so from a visual standpoint? What would appeal?


Here’s a collection of imagery that helped us to define who the Lithe Lashes customer is, the lifestyle associated with the brand and the feeling we wanted the imagery to evoke.


 

Images via Pinterest