XXVII Beaute

The visual identity for XXVII Beaute was born from a powerful brief: to create a brand for a new artistry-led beauty company signifying a new chapter of boldness, courage, and fulfilment. The mission is to disrupt the beauty industry and empower creators to be unapologetic, requiring a logo that felt timeless, modern, bold, and high-glam. This led to the core concept for the wordmark: a clever twist where the Roman numerals 'II' are rotated to form an 'equals' sign. This creates a powerful, ownable statement at the heart of the brand:

XXVII equals Beauty, transforming the logo from a name into a shareable mission.

The logomark itself is an abstract monogram of the interlocking Roman numerals X, X, V, I, and I. Its sharp, exaggerated edges and stencil-like breaks capture the "artistry led" and "editorial" spirit of the brand, reflecting the mission to rewrite the rules. To support the logo, we developed a full visual system. The typography uses a clean, modern sans-serif to provide bold confidence and timeless appeal, while the colour palette is led by energetic and sophisticated pinks to reflect the brand's 'high-glam' persona and 'playful edge'.

The result is a comprehensive and versatile brand identity that feels both disruptive and elevated. The final lockup pairs the conceptual wordmark with the custom logomark to create an identity that is intelligent, visually striking, and ready to empower creators everywhere to "Unleash The Artist In You".