PURELY BYRON
Art direction, content creation and design work for Elsa Pataky's skincare brand, Purely Byron. Contracting as their Creative Lead to drive their creative direction forward and carve out a bold new space in the natural skincare market.
Introduction
A range of natural and effective skincare formulations that channel the beauty and spirit of Byron Bay through powerful native botanicals.
Sustainably crafted, formulated and manufactured in Byron, Purely Byron believe in capturing the essence and energy of the place in every step of your skincare routine.
Joining the brand just one month after the launch as their Creative Lead, I was faced with the task of refining the visuals, developing a digital creative strategy and creating engaging content to elevate the brand in an over-saturated market.
Brand Evolution
My approach for the brand evolution was to push the creative into a more daring and bold space. I refined the core brand colours to better suit the ethos and direction of the brand, creating a palette that was ownable and should out in the market. Introducing shapes and props that spoke to a modern and luxe Byron, without being too whimsical and flat also helped to lift this brand into a more unique space.
The refined brand direction and visuals encouraged a sense of creativity whilst also connecting. I achieved this by using relatable faces and messaging, mixed with bright colours and bold shapes.
“Purely Byron. Skincare that goes deeper.”
— Purely Byron Tagline
Content and Campaign Creation
The content needed to not only showcase the premium nature of the brand, but also the efficacy of the products whilst still being able to translate easily to their consumers.
We created a series of content and creative which broke down the science and myths behind skincare, and made it visually beautiful, alluring and desirable.
I worked with the team to ensure all photoshoots, communications and design collateral were consistent with the new visual direction and correctly reflected the brand’s DNA, personality and target audience.
Email Design
A key part of the brand roll-out was of course owned and direct communication with consumers through email. I created digital style guides and email templates for future teams to utilise and continued to design creative for the team.
Credits
Art Direction: Carrie-Ann Le Feuvre
Design: Carrie-Ann Le Feuvre
Photography: Si Kirk