ABOUT

Brief:

Within branded packaging, the beauty category is among the most clichéd. Why do men’s personal care products look like power tools, whilst women’s remain delicate and ultra feminine? The world has moved on. Create a new-to-world, accessible, mass - market beauty brand that breaks established category codes.

Response:

This was a response to a live brief set by D&AD. I created this new-to-world hair removal beauty brand for transgender women hence the name “Adeve” which comes from the combination of Adam and Eve (man and woman) from the biblical story. Through research this lead me to the idea of incorporating the fig leaf (an important symbol in the story which is used to cover up embarrassing parts of the body) and create a pattern from it to hide abstracted nude body parts on my packaging. I did this to represent unwanted body and facial hair growth which is seen as embarrassing for some, especially my main target audience which is transgender women who have issues with facial hair growth and will do anything to hide or get rid of it.