ESTELLE&THILD · LYKO

BEAUTY BORN FROM NATURE.

Estelle&Thild has been an organic beauty pioneer since 2007, with Scandinavian minimalism and nature as its starting point. For the launch of a new makeup collection, the brand needed an idea that made those roots feel modern and desirable, not just responsible.

I created the concept Beauty Born From Nature, built directly on the brand’s organic DNA and positioning. One line, simple enough to carry the whole launch, and true to what the brand had stood for all along.

Around it, I developed the naming and product stories for the collection, so every product felt like part of the same narrative. The tone of voice followed the same idea: calm, sensory and precise, with nature as the reference point rather than decoration.

Art Director: Andrea Kellerman

Concept · Naming · Tone of voice · Copy