Tracy Trellis reached out to me in the fall of 2017 about her new venture: Raleigh’s first clean beauty shop. Her plan was to launch an online store first with a brick & mortar location to follow. Naturally, I jumped at the chance to help her develop this clean beauty brand design! I especially love working with mission-driven female founders, so this was a dream project for me.
One of the first things Tracy told me was that she wanted her branding to feel “clean and natural, but not at all granola.” At the time, many clean beauty brands had a distinct health-food-store vibe. Not that there’s anything wrong with that! However, this was not Tracy’s vision for Trellis Beauty.
“Progression, not perfection” is Trellis Beauty’s motto. Therefore, we knew the branding needed to feel welcoming and relatable. One of Tracy’s top priorities was educating customers about clean beauty in a non-judgmental way. With this goal in mind, we set out to create a brand identity that reflected the values of Trellis Beauty.
Tracy knew she wanted bright pinks and blues to be the main color palette. However, the rest of the clean beauty brand design is fairly minimal. To contrast the bold brand colors, I designed a logo that was sophisticated yet simple.
Next, I created Trellis Beauty’s website using Squarespace. The site launched in October 2017, full of bright and playful imagery. I kept the design very clean and easy to navigate. This is especially important for eCommerce sites! Making it as easy as possible for your users to shop is crucial.
After the website launch, Trellis Beauty enjoyed strong online sales. As a result, Tracy was able to open her first brick & mortar location just a few months later, in March 2018.
Over the years, I’ve had the opportunity to create various pieces of marketing collateral for Trellis Beauty – everything from spa menus to social media graphics. The business cards were the first use of Trellis Beauty’s signature pink flat icons, which now adorn their shop window. Each icon represents a facet of Trellis Beauty’s core values and offerings as a brand: namely, providing eco-friendly & clean beauty and skincare products in a fun, inclusive atmosphere. Additionally, these cards were featured on CardDsgn.com.
After expanding their retail space in 2019, Trellis Beauty is now opening a second location in the Triangle! In a few short years, Trellis Beauty has organically grown (😉) a loyal customer base, with over 7,000 Instagram followers. They’ve developed a strong brand identity through consistent use of their clean beauty brand design. It’s been an honor to take part in their brand journey!
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