Folly Fire is the sand in the works, the odd one out, the lover of bold colors as much as bold statements. And with such a client, you know from the beginning that the entire project will be creative and fun.
Moodboard for Folly Fire
What the brand encourages its 18-30 year-old target is to “Be bold, be folly and free your #innerfire” – which is exactly what we did in order to solve the brief and meet the expectations. Created for conscious millennials, makeup artists and for those who are ready to leave their comfort zone and experiment with color and makeup, the Folly Fire products are bold, confidence-inducing, trend-setting and nevertheless, full of *striking* color.
With a luxurious, buildable formula, the brand promises that its products help transform your lips into a pout-perfect art ready to slay any occasion. In other words, a strong brand, with strong products and clear objectives.
After a market analysis, and after understanding the clients’ needs, there was no doubt that Folly Fire needs to be bold, with striking colors, in order to express the core of the brand: FREE YOUR INNER FIRE. We have created different versions, but the fire /flame /energy symbol kept popping back.
This is how we ended up with a beautiful minimal mark combining a heart and a flame, illustrating the inner fire of each one of us. But the mark would not be complete without a custom hand-made logotype, to better illustrate the sweet but rebel personality of the brand.
We associated the heart with the passion for makeup that defines the targeted audience, and the fire with the bold, daring attitude needed when wearing striking colors.
Once you get to know the brand and you have figure it all out with the logo, the rest of the branding pieces come into their place easily.
Beside the Strategy and Identity, we also helped Folly Fire with product photography which we later used on their website, in the online shop, and for social media content creation. A big plus that made our creative minds jump for joy was the product names: Kimo-No!, Here to slay, Weekend zombie or In the Mood, as they served as inspiration for an out-of-the-box product photo session. Finding symbols to visually suggest the name of each lipstick and drawing them with the lipstick itself, emphasizes once again the boldness of the brand.
Full House
Need a Boyfriend
In The Mood
Lovers Are Yesterday
The Supreme
Weekend Zombie
Never Cave
Kimo-No!
Sunset Blvd
Mosh Pit Gal
With such a daring, colorful brand we wanted to express as much of it as possible on the website and especially in the web-shop. With competitors having simple white, clean shops, we wanted to create something that stands out, as striking as Folly Fire. And this is how we realised that we wanted to have a website that looks alive, as much as our target audience as possible. Dynamic videos, photos of radiant people enjoying life and a mix of strong colors that go so well together – this was our solution and the recipe in having a happy client.
Based on mutual trust, our collaboration had both: hard work and fun and we are pretty sure it is quite visible on the end product that everyone is so happy about.
Any creative knows that great feeling when the discussions with the client are clear and once you understand the main directions, the client gives you free hand in solving the brief and lets you free your #innerfire.