FLANNELS Beauty

A sleek, consumer first approach to beauty branding.

  • SEEN Group was approached by FLANNELS to concept, develop, design and launch FLANNELS Beauty. The project involved crafting the brand strategy, identity, logo, typography, image style and art direction.

    Guided by a deep understanding of the FLANNELS Beauty consumer, the campaign concept, "Beauty Starring You," was developed to highlight five distinct consumer profiles that represented the shoppers of FLANNELS Beauty. Every design element, from digital assets to in-store visuals, reflected a seamless blend of clean aesthetics with understated luxury and accessibility.

  • Brand Strategy, Brand Identity, Logo, Typography, Image Style and Art Direction.

    My responsibilty: Designing 70+ custom icons for the FLANNELS Beauty website as well as social media assets.

  • Agency: SEEN Group
    Art Direction & Design Lead: Sam Shaw
    Designer: Tania Harisha (Me)
    Creative Officer: Liv Sym
    Global Strategy Director: Tasha Hulme
    Strategist: Megan Luck

    Director & Photographer: @vickylawton
    Director of Photography: @alexjamin
    Steadi: @steadibrooks
    Producer: @rosieannwelsh
    Production Designer: @lyndonogbourne
    1st AD: @missymacltd
    Make-up: @nikki_makeup
    Stylist: @phoebelettice
    Hair: @lukepluckrose
    Nails: @tinubellomanicurist
    Casting: @_hollycullen
    Edit House: @thequarryedit
    Editor: @cooperative5
    Post Production House: @candtvstudio
    Grade: @simona_colour

Beauty Starring You

The consumer is at the heart of FLANNELS Beauty, and this idea laid the foundation for the campaign concept, Beauty Starring You. Strategists conducted extensive consumer research to identify five unique consumer profiles. These profiles were then brought to life in a TV advert, a collaborative effort that seamlessly embodied the brand's style and sophistication.

Designing the Details

I designed over 70 custom icons for the Flannels Beauty website, each carefully crafted to highlight key product details like types foundation coverage or perfume scent. The process focused on ensuring the icons were clear, functional, and looked great across both small and large screens.

In the Spotlight

As a sub-brand of FLANNELS, FLANNELS Beauty maintained the core brand’s sleek design aesthetic. Social media posts became a creative space for typography, enhancing the focus on both product and model imagery.

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