3 Graces

Services

Branding, Logo Design, Packaging, Art Direction, Ad Campaign

Industries

Retail/Fashion, Beauty & Cosmetics

Office

USA

01 — Identity

A dove for a faith-based beauty brand

Ed Pires created the brand identity, packaging and campaign art direction for 3 Graces, a cosmetics brand built on faith and beauty.

The dove is a long-standing symbol of purity, grace and beauty. In many traditions it also represents the Holy Spirit, a sign of hope, renewal and divine inspiration. For 3 Graces it says the products care for inner light as well as outward beauty.

The mark is drawn with soft, continuous curves that read as feminine and suggest movement. A 3 sits inside the dove's body, which carries an olive branch. The name is set with a lowercase g, which keeps the wordmark modern, gentle and easy to use across packaging.

Five 3 Graces Purifying Gel Cleanser tubes in red, orange, teal, pink and purple on a cream swatch

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02 — Messaging

Brand messaging rooted in scripture

The messaging draws on scripture about inner beauty, grace and worth, grouped into four themes for packaging, campaigns and brand communication.

Inner Beauty and Faith: 1 Peter 3:3-4, Proverbs 31:30 and Psalm 139:14.

Radiance and Grace: Ecclesiastes 3:11 and Psalm 34:5.

Spiritual and Physical Harmony: Song of Solomon 4:7 and Isaiah 61:3.

Empowerment Through Grace: 2 Corinthians 12:9 and Proverbs 3:15-16.

03 — Campaign

Faith + Beauty and Immaculate

Two campaign lines, Faith + Beauty and Immaculate, are set in hand-printed letterforms over portraits. Most of the photography is black and white, with one color from the product palette carrying the type and the logo. Brushed strokes of lipstick and gold form a halo around the models' heads.

3 Graces Immaculate poster with vertical teal type over a black-and-white portrait

3 Graces Faith + Beauty poster in pink over a black-and-white portrait

3 Graces Faith + Beauty poster in orange over a black-and-white portrait

3 Graces Faith + Beauty poster in blush tones with a halo of lipstick strokes

3 Graces Immaculate poster with a halo of lipstick strokes above a smiling model

3 Graces Faith + Beauty campaign printed as a magazine page

04 — Packaging

One mark across the product line

The dove carries across dropper bottles, pump bottles, jars, tubes and mascara. Each product takes a color from the palette, with the mark in white, black or silver.