BRAND IDENTITY | LOGO DESIGN | SOCIAL MEDIA | WEB DESIGN | PACKAGING | STATIONERY
THE CLIENT
ELLIS is a luxury makeup house defined by precision, elegance, and restraint, one that embodies refinement without compromise. Unlike the excess of couture brands or the ubiquity of mass-market products, ELLIS occupies its own space. It is luxury made attainable — a line of objects that combine fashion-driven elegance with enduring quality. Every detail, from the architecture of the packaging to the tone of voice, has been designed to exude subtle power.
At its heart, ELLIS is not about adornment but about essence. It speaks to modern women who command their own presence. It is beauty reduced to its purest form: bold yet refined, minimal yet striking, accessible yet aspirational. It is a brand created not only to be seen, but to be remembered.
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DESIGN APPROACH
Discussing the brief, challenges, solutions and design process
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THE CHALLENGE
ELLIS required a mark that expressed both elegance and authority. The brand needed to stand apart from mass-market cosmetics, yet remain distinct from couture houses. At its core, the brief called for a logo that would balance refinement with presence.
THE SOLUTION
I developed a serif wordmark of timeless proportion — sharp, poised, and commanding. Its elegance is reinforced by a branding system that favours deep black, yet is not bound to it. Through the introduction of complementary tones, ELLIS achieves a more nuanced palette, preserving luxury while ensuring distinction. The logo itself is rendered in gold on products — a deliberate choice to signal luxury, evoking refinement without ostentation. In this balance, the brand projects confidence with modern restraint.
THE CRAFT OF FORM
Every detail of ELLIS packaging was a deliberate suggestion: the rectangular silhouettes, chosen to project strength and presence, mirror the women who wear them. A matte black finish asserts quiet luxury without slipping into cliché gloss, while the golden foil logo lends elegance and permanence. The defining accent, a single gilded line, was conceived as a mark of distinction—subtle yet unmistakable, the signature of refined modernity.
THE PORTRAITS OF ELLIS
Alongside defining the brand’s voice, I envisioned the women of ELLIS: strong, elegant, and impeccably composed. Every model and every frame was chosen to embody that vision — refined styling, poised gestures, and photography that speaks with the same authority as the brand itself.
THE LANGUAGE OF PRESENCE
Every banner, whether in the city streets or on the digital stage, is crafted to extend ELLIS’s presence with the same elegance as its products.
