The Truth Beauty Company

Cosmetics and beauty
Branding, hand lettering, tagline development

The Truth Beauty Company is the only green beauty shop in Waterloo, Ontario. Owner Jennifer Freitas needed a brand to connect to her values of community and natural beauty.
The branding is imperfect and artful, making it feel local and organic while still having a sense of elegance through watercolour, pencil illustrations and hand-written typography. The brand turns away from runway-chic and provides a more intimate, personal sense of beauty.

Direct work with client.