Sustainable By Nature
Agency: Sid Lee
Client: Cheekbone Beauty
Services: Rebranding, Packaging , Art Direction, Photography, Social Launch Campaign, Website
For Indigenous-owned cosmetics brand Cheekbone Beauty, sustainability is not a trend, it’s in their nature. Leading up to Cheekbones launch in Sephora, they approached Sid Lee to update their brand and to create packaging that challenges the current expectation people have about an Indigenous-owned and sustainable brand.
We broke free from greenwashing and tokenism, and instead represented Cheekbone as they are — a bold, enlightening challenger brand in the beauty industry. The bright palette is inspired by the vibrant, energetic colours that exist within nature.
Packaging
Inspired by the tradition of storytelling in Indigenous culture, every package becomes a canvas to tell Cheekbone’s story. As the viewer rotates, unfolds, and interacts with each box, we create an intimate moment where a deeper understanding of Indigenous culture is gained.
Team
Priya Mistry, Matthew Beaubien, Viv McCarley, Leah Burnside, Kailee Mandel & Jenn Harper and the creative team at Cheekbone Beauty