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B - Flagship Skincare and Makeup Range

Superdrug's flagship skincare and makeup range 'B' was designed from the bottom up to inspire confidence in women. With active ingredients at levels that actually work and a simple skin grading system 'B' promised to make women's beauty regime simpler and give results that inspired genuine confidence.


The branding needed to appeal to guidance seekers who wanted the results that an expert could achieve but didn't have the time or wherewithal to achieve it. To achieve this, themes of science and fashion have been bought together along with a touch of playfulness, striking the perfect balance to give the brand an approachable, aspirational feel.

Responsible for:

Design and art direction of branding, illustration, art direction of photo shoot, overseeing typeface design.

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