Lint Cosmetics set out to become a genuine contender in an already crowded market, not by following convention, but by doing things differently. The challenge was to give a new brand real standout power and build loyalty through clearly defned values. Named from a blend of "light" and "tint," Lint called for an identity that balanced its feminine name with a touch of masculinity, so the logo was built from bold, oversized shapes to suggest creativity, originality and gender balance. Rather than the skin-tone palettes typical of the industry, we chose a vibrant, universal green, a non-binary colour associated with positivity, to help the brand stand apart and reflect its core values. Central to Lint's identity was showing diversity without sexualising it, so the photographic direction celebrated a broad range of people, layered with graphic elements to create a bold, instantly recognisable look.