In an era saturated with greenwashing, a sustainable London-based eco cosmetics brand Hei Cosmetics sought to redefine sustainable beauty. The challenge was to create a brand identity that was environmentally conscious yet avoided clichés, appearing strong, cheeky, and minimalistic. The objective was to develop a brand identity authentically reflecting the company's commitment to sustainability, without resorting to greenwashing. The brand aimed to convey strength, playfulness, and minimalism while avoiding the appearance of being overly "green."

The solution lay in balancing sustainability with strength and minimalism while infusing a touch of cheekiness. The brand embraced "minimalistic waves," inspired by ocean conservation, as a central design element. Catchy, cheeky copywriting engaged consumers, reinforcing the brand's eco-consciousness without taking itself too seriously.

The redefined brand identity resonated strongly with consumers, capturing attention for its blend of sustainability and personality. The minimalistic waves became symbols of the brand's commitment to ocean conservation, while catchy copywriting captivated audiences.

Through innovative branding rooted in sustainability, strength, and minimalism, the brand differentiated itself authentically. By avoiding greenwashing and clichés, it communicated its values while captivating consumers. In doing so, it set a new standard for sustainable beauty brands, proving that environmental consciousness and strong branding can harmonize effectively.