Brand Identity for Halsey’s About-Face Beauty Brand
About-Face’s identity changes with each product drop by design.
Concrete collaborated with Halsey to create an ever-changing identity for her About-Face beauty brand. The flexible system remixes core brand elements to reflect Halsey’s hands-on, multidimensional approach to makeup.
Insights
- Concrete designed the identity so its core elements could be remixed, rearranged and reinvented for each product drop.
- The Spring 2021 launch included three collections, each with its own logo and packaging language.
- About-Face’s story centers self-expression and the idea that “no one is just one thing,” a stated brand belief that sits alongside the identity’s shifting forms.
- D&AD’s archive lists About-Face as a 2021 Yellow Pencil winner.
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