HELIX

CLIENT:

HELIX BEAUTY, LONDON

IDENTITY · EDITORIAL · PACKAGING

Black and white portrait with bold horizontal stripe pattern

A beauty brand obsessed with structure. We took that obsession literally — every layout, every composition, every typographic decision governed by a single geometric principle that runs through the entire system.

challenge

HELIX

The beauty sector is saturated with brands trying to look minimal. The client needed to be minimal and distinctive — two things that are almost mutually exclusive when everyone is doing the same thing. We found the difference in mathematics rather than aesthetics.

Black and white street scene with striped shadows and a figure walking

Close-up beauty portrait with bold dark lipstick

Portrait with diagonal stripe shadows across face and hair

Two figures in textured dark garments standing in an open landscape

results

IDENTITY · EDITORIAL · PACKAGING

Packaging design shortlisted for two industry awards. Stockists increased from 12 to 47 in the first year following the rebrand. The geometric system has become the brand's most recognisable asset.

HELIX

READY TO MAKE SOMETHING WORTH KEEPING?