BEAUTY TRIBE
Beauty Tribe is a Dubai-based premium beauty marketplace - a curated multi-brand platform bringing together the best in haircare, skincare, fragrance and wellness, delivered to customers across the UAE within three hours. The brand's proposition is built around expert curation and community: beauty, as they put it, by the pros.
When a new CEO joined from London with a mandate to elevate the brand's visual identity and sharpen how it showed up in the world, I was brought in to lead that work. The brief was broad and the slate largely blank - an opportunity to build a complete brand identity system from the ground up, working directly with the CEO to define and express what Beauty Tribe should look and feel like.
I led the project end-to-end: shaping and articulating the brand strategy and positioning, developing the tone of voice, designing the full logo suite, establishing the colour palette, typography system and iconography, defining the art direction and photography style, and creating a suite of social and email templates for the team to use across all channels. Everything - from the wordmark to the brand pattern to the social grid - was designed from scratch and codified in a comprehensive brand book delivered to the client.
Brand Identity
BRAND STRATEGY • BRAND IDENTITY • ART DIRECTION • BRAND GUIDELINES •
BEAUTY TRIBE
Brand Identity
Beauty Tribe is a Dubai-based premium beauty marketplace - a curated multi-brand platform bringing together the best in haircare, skincare, fragrance and wellness, delivered to customers across the UAE within three hours. The brand's proposition is built around expert curation and community: beauty, as they put it, by the pros.
When a new CEO joined from London with a mandate to elevate the brand's visual identity and sharpen how it showed up in the world, I was brought in to lead that work. The brief was broad and the slate largely blank - an opportunity to build a complete brand identity system from the ground up, working directly with the CEO to define and express what Beauty Tribe should look and feel like.
I led the project end-to-end: shaping and articulating the brand strategy and positioning, developing the tone of voice, designing the full logo suite, establishing the colour palette, typography system and iconography, defining the art direction and photography style, and creating a suite of social and email templates for the team to use across all channels. Everything - from the wordmark to the brand pattern to the social grid - was designed from scratch and codified in a comprehensive brand book delivered to the client.
BRAND STRATEGY • BRAND IDENTITY • ART DIRECTION • BRAND GUIDELINES •
“All your luxury beauty essentials, curated by the pros.“
CREDITS
Imagery: Pinterest, Instagram, AI Generated
Disclaimer: Some imagery on this page is not owned by me nor Beauty Tribe. Images that have not been AI generated were sourced purely for the purpose of visualising the brand's look and feel and are used for illustrative purposes only. If you are the owner of any of the images and wish to have them removed or properly credited, please contact me.
“All your luxury beauty essentials, curated by the pros.“
CREDITS
Imagery: Pinterest, Instagram, AI generated
Disclaimer: Some imagery on this page is not owned by me nor Beauty Tribe. Images that have not been AI generated were sourced purely for the purpose of visualising the brand's look and feel and are used for illustrative purposes only. If you are the owner of any of the images and wish to have them removed or properly credited, please contact me.
BRAND STRATEGY & TONE OF VOICE
The brand's values and positioning provided a starting point - energetic, expert, community-driven - and I built the full strategic and verbal expression from there. Tone of voice, brand language, community terminology and messaging hierarchy were all developed in close collaboration with the CEO, giving the team a clear and ownable voice to carry across every touchpoint.
BRAND STRATEGY & TONE OF VOICE
The brand's values and positioning provided a starting point - energetic, expert, community-driven - and I built the full strategic and verbal expression from there. Tone of voice, brand language, community terminology and messaging hierarchy were all developed in close collaboration with the CEO, giving the team a clear and ownable voice to carry across every touchpoint.
LOGO SUITE
The primary logo is a bold, clean wordmark - based on Preface Sans Bold with a considered stroke weight - sitting at the intersection of contemporary and confident. Alongside it, two submarks were developed for flexible application across social, web and packaging: a BT letterform and a circular badge mark carrying the brand tagline. The full suite was designed to work across all scales and backgrounds without losing impact.
COLOUR PALETTE
The palette was built to carry the brand's dual personality - energetic and expert, youthful and trustworthy. Deep Teal and Aqua communicate authority and calm; Hot Coral and Peach bring the freshness and optimism the brand needed to connect with its community. Tan and Sand Dunes round out the system as grounding neutrals, with the full palette designed to flex across digital and print without losing cohesion.
TYPOGRAPHY
Poppins was selected as the primary typeface - geometric, versatile and accessible across all weights, used consistently across headlines, subtitles and body copy. Bodoni Moda was introduced as a secondary accent face for editorial moments, adding a layer of prestige and contrast to the system where needed.
TYPOGRAPHY
Poppins was selected as the primary typeface - geometric, versatile and accessible across all weights, used consistently across headlines, subtitles and body copy. Bodoni Moda was introduced as a secondary accent face for editorial moments, adding a layer of prestige and contrast to the system where needed.
ART DIRECTION & GRAPHIC ELEMENTS
A photography style guide was developed to define the visual world of the brand - warm, skin-inclusive and beauty-rich, anchored in texture and sensoriality. Alongside this, a bespoke brand pattern was designed as a core part of the identity toolkit: constructed from oblong shapes in varying layers, applied with a relief effect for an embossed, tactile quality. A suite of icons was also developed to extend the identity into functional touchpoints - delivery, payments, community, customer service - built in a consistent outline style and available across the primary brand colours.
BRAND TEMPLATES
Social and email templates were designed and delivered as working assets for the team - covering product recommendations, editorial content, step-by-step how-tos and community engagement formats. Built to be flexible and on-brand regardless of who was adapting them.