Melanie Cruickshank is the face behind da lish cosmetics. Her line of makeup uses all-natural ingredients with no harsh chemicals. Produced entirely in Toronto using local suppliers, the cosmetics are not tested on animals, use no animal products and are PETA approved as vegetarian-friendly. We created a make-up stroke in a peachy florescent to express a youthful, fun and feminine vibe while applying it to handmade cardboard packaging conveying a sense of earthy simplicity. We punctuated the look with a strong tag line, “Uncomplicated Beauty,” that reaches out to women attracted to toxin-free cosmetics and make-up routines that are easy and natural. Additional brand messaging included the secondary tag line, "Simply pretty makeup with nothing to hide."
Branding Tagline Stationery Packaging Art Direction Copywriting