WARE — Brand & Campaign
Beauty for people whoaren’t really into beauty.
The beauty industry is very good at selling transformation. More color. More steps. More products. More promises. But there is a growing audience that wants something simpler. Look a little better. Take care of your skin. Get out the door. No beauty theater required. So we create WARE. Beauty without the baggage.
Our role
- Brand Strategy
- Brand Identity
- Naming
- Creative Direction
- Packaging
- Campaign Development
- Digital
- Social
- E-commerce
The opportunity
Beauty is becoming more inclusive in who appears in the advertising. But the category still behaves very much like the beauty category. The language. The packaging. The rituals. The promise of transformation.
We saw an opportunity to build a brand around something other than gender. Attitude. For people who wanted the benefits of beauty products without having to buy into beauty culture.
WARE — launch film
Chapter 01
Don't call it makeup.
Traditional beauty language immediately pulled WARE back into the conventions we were trying to escape. So we spoke plainly. What is it? What does it do? Why would I use it? Direct. Dry. Occasionally irreverent. Facts over fantasy. Benefits over beauty-speak.
“SPF without the WTF.”
Product naming and copy that said the quiet part out loud — Screencream, Poreboy, The Daily, Bump. What it is. What it does. Done.
Chapter 02
Make the product the brand.
The same thinking shaped the identity and packaging. Rather than code WARE masculine, feminine or somewhere artificially in between, we stripped away the usual category signals. Simple forms. Direct typography. Straightforward information. Nothing precious.
Not masculine.Not feminine.Just useful.
Digital & e-commerce
A store as direct as the product.
Chapter 03
Sell the truth.
The attitude became the campaign. Look less tired. Cover something up. Take care of your skin. Get ready. Get going. Instead of promising transformation, WARE talked about what the products actually did — in a voice designed for people who normally tuned beauty advertising out. No fantasy required.
Campaign film — skincare first, makeup maybe
“Your face is your fortune. Now more than ever.”
Social-first spots built for the feed — portrait formats, product truths, and a voice that never once said “glow up.”
Beyond beauty
WARE ultimately isn’t about makeup. It is about permission. You can care about how you look without caring about beauty culture. You can take care of your skin without adopting a ten-step ritual. And a brand doesn’t need to decide whether you’re masculine, feminine or anything else before deciding how to talk to you.
WARE is built for anyone who wants the product — without everything the category traditionally wraps around it.
Communication Arts — Shortlist
Recognized for brand identity and packaging design.
Next project
Burn Rate Fitness