Darby Street design studio, Bounce Design recently gave a new mineral cosmetics company its first makeover ahead of its debut.

Local business woman, Trina Ryan approached Bounce to bring her idea of Abbey Jade Cosmetics to life.

The cosmetics line is Australian owned and made, naturally based, vegan, cruelty-free, not tested on animals (even indirectly), socially conscious and environmentally friendly.

The challenge for Bounce was to convey the 100% natural component of the brand, whilst giving the cosmetics line a unique look in the crowded beauty market.

Bounce produced the company’s logo, brand identity, imagery, product labels, package design, wrapping paper, delivery box design and the company website.

Bounce Art Director Brenden Stothard said the challenge presented with something like a start-up cosmetic brand is that it is attempting to break into an already saturated market.

“The brand aims to appeal to consumers of varying ages with individual values, so it became clear that a unique approach was needed in order for Abbey Jade Cosmetics to get noticed,” Brenden said.

“We chose to focus on creating an emotional connection to the brand by speaking directly to the ethical consciousness of the largely younger audience that lies within the bracket of 18-35 years.

“This is an audience with a large percentage of young professionals with money to spend on themselves, looking for products that reflect and uphold their ideals and values.

“To achieve this, the Abbey Jade tone needed to speak empathically to break down any doubts of false claims that are so common in the cosmetics industry. Through positive, honest messaging, the overall aim of the brand tone is to empower the consumer through their moral product choices.

“The audience needs to feel they own the brand. The Abbey Jade identity needed to be vibrant, adventurous and individual with a distinct urban edge.

“This balance of messaging, vibrant earthy imagery and clean lines consolidates everything the brand is trying to express in a unified way, hopefully striking an emotional chord with its audience,” Brenden said.

Abbey Jade’s Founder, Trina Ryan said the concept for her cosmetics line came about due to some health issues she was experiencing that she put down to harmful chemicals.

“Due to numerous ailments I experienced over several years, it was very important for me to develop a high-quality cosmetic brand that was truly 100% natural and safe for our bodies,” Trina said.

“I want our customer to experience a positive change, both inside and out and to be confident that their footprint on the environment is minimal.

“Our social and environmental ethos means that we may not be able to offer a particular product if it impinges on our principles. For example, we have had to avoid offering a red lipstick range at this stage as we are not willing to add carmine, an animal product used in many red lipstick formulations.

“I know this may disappoint some of our customers but the reason we developed our brand was to offer a range of products that are safe for all living things and that includes humans, animals and the environment.

“When I engaged Bounce to help create the identity for Abbey Jade, the team understood our passion immediately.

“They were then able to transfer that passion so beautifully in our brand identity and voice. I’m really happy with the result.”

IMAGE | Products from Abbey Jade’s cosmetic line and the new brand.