Rebranding / Creative Direction / Brand Strategy / Packaging Redesign


As a team we pushed HOURGLASS COSMETICS identity to reposition itself as a weightier player in beauty throughout all consumer touch points.


After a thorough brand analysis, it was clear that the HOURGLASS COSMETICS brand faced a few challenges, including brand name recall and its design application as a whole.

Redefining Hourglass

To celebrate 10 year anniversary, HOURGLASS COSMETICS used this milestone to better the client-facing experience.

Redefining the look & feel

We re-vamped the HOURGLASS COSMETICS visual language, keeping it on-brand, but pushing it into a more sexier, edgier direction. We also focused on precision casting and leveraging sought-after young models who then were shot by esteemed beauty photographer David Roamer.

Amplifying the brand

Amplifying the brand to new levels, we rolled out the new brand identity across over 120 SKUs, hundreds of retail locations, and relaunched a new ecommerce experience. We also modernized the content strategy that impacted social media, brand partnerships, sales and education.