We joined forces with celebrity brow master Tonya Crooks and developed an artistically conceptual new brand idea to live across social, packaging digital, web and retail experience.

We designed core branding identity and brand strategy for a new “masstige” market beauty brand in the brow category,

Arches & Halos was a new featured brand collaboration with Target, launched exclusively nationwide.

Arches & Halos is dedicated to providing all women, no matter their eyebrow type, simple and easy to use, Eyebrow Grooming, Shaping and Coloring tools and tips.

By following Tonya Crook’s simple step-by-step eyebrow maintenance instructions and using the Arches & Halos professional quality brow tools, anyone can enhance their eyebrows, and become their inner goddess.

Tonya Crooks, the worlds most celebrated celebrity brow expert and the co-founder and creator of Arches & Halos, has groomed thousands of eyebrows in her Los Angeles brow boutique, on TV and Movie stages and fashion runways around the world. She is a “brow magician”.

Tonya is extremely discerning about the tools she uses. Her eyebrow care and maintenance techniques actually transform eyes to become the window to the soul.

ABOUT THE BRAND & BUSINESS

Arches & Halos debuted on Target’s website and in a special display at 550 of the retailer’s doors in July. The line spans 61 items from eyebrow grooming implements to brow shaping and coloring tools retailing from $4.99 to $12.99.

One of the key goals of Arches & Halos was to create a destination for brows in mass. The category was splintered everywhere. [For example, Maybelline brow products are merchandised with other Maybelline color cosmetics]. We aimed to create a place where the consumer could get everything brows…and colors from blonde to auburn to dark. The line is vegan, dermatologist- and ophthalmology-tested, hypoallergenic and certified cruelty-free by Leaping Bunny.

Target.com PRODUCT VIDEO MARKETING

BRAND CREATIVE DIRECTION

SERVICES

• New Trends /Product Competitor Research/Future Market Disruption Research

• Brand Legacy Creation: Storytelling Architecture: Brand Character + Archetype + Auditory, Narrative

• Soundscape Integration from Brand Journey to Customer

• Logo Design Research & Creation

• Brand Presentation Retail Pitch Deck

• Disruptive Brand Identity Designs: Creative Direction Assets - Brand Textures + Graphic Design Assets

• Social Media Concept Creation + Instagram UX Visual Mock

• Brand Style Guide / Art Direction Guide

• Packaging Design Research

• Packaging Design Creative Direction

• Customer Audience/Target Market Avatar

• Brand Voice + Language and Linguistic Cohesion: Products Naming, Brand Copywriting & Tagline Development

• Unique Photography Visual Aesthetic Discovery & Guidelines

• Organic Community Building Strategy: Blindspot Discovery in Social Media Market through Instagram Market

• Research // Hashtag Research & Brand

• 'Movement' Social Media Strategy Culture Development

• Brand Font Set Research and Guidelines Font Book

• Aesthetic Community Creation Strategy: Developing a Sense of Social Sharing Belonging

• Founder Story + Leadership Integrated Brand Truths and Storytelling

• New Retail Experience Research + Designs

BRAND STORY + CREATIVE DIRECTION + PRODUCTION

AWARDS

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