📁 BASIC PRINCIPLEBrand Identity & Creative
Role — Creative Director, Designer
Basic Principle is a science-backed hair and skincare brand built around the nuance of being human. Developed by licensed cosmetologist Jasmine Burnside, the brand was created in response to a beauty landscape often split between clinical authority and “clean” marketing myths. Our work positioned Basic Principle as a playful yet credible alternative: expert-formulated, ingredient-conscious care that embraces imperfection, individuality, and the ongoing experiment of self-care.
The brand identity lives between beauty and fun, balancing scientific clarity with movement, intimacy, and joy. Across naming, brand strategy, voice and tone, visual identity, art direction, packaging, and copywriting, we built a cohesive system that feels honest, sensorial, and aspirational without being overly precious. The result is a brand world that makes science feel beautiful, approachable, and deeply personal.
TEAM:
Creative Direction — Phuong Nguyen
Design — Grant Gulla
Copywriting — Emily Russo
Strategy — Cyrus Ferguson