Wonderhood Design has been appointed by fast-growing make-up and beauty brand VIEVE to lead a comprehensive brand strategy, identity and packaging project, following a competitive pitch earlier this year in February.
Founded in 2020 by leading makeup artist Jamie Genevieve, her name-sake brand, VIEVE has quickly built a loyal community through its artistry-led approach to beauty, combining professional expertise with an inclusive, real-world perspective.
Genevieve started her career on make-up counters in Glasgow and has brought that expertise and deep understanding of the customer into all aspects of the brand – from formulations and NPD to growing the brand and marketing. Genevieve’s artistry and relatable approach to beauty has built a highly engaged global audience of over 3 million followers across Instagram, YouTube and TikTok.
Supported by a recent investment from VC-company Piper to accelerate the next phase of growth of the brand, VIEVE has appointed Wonderhood Design to help articulate and scale its brand identity.
The project will see Wonderhood define VIEVE’s strategic foundations, including brand purpose, positioning, personality and tone of voice, before translating this into a cohesive visual identity system and refreshed packaging.
Simon Elvins, Co-Founder and Head of Art at Wonderhood Design, said: “VIEVE is one of the most exciting beauty brands in the UK right now. From the moment we met with Jamie and the team, we felt their clear sense of ambition, passion and pride in the brand. This energy and enthusiasm has been so infectious and we can’t wait to bring this to life by creating an identity for VIEVE, to help shape their next chapter of growth.”
Emma Dawson, CEO of VIEVE, adds: “We’re absolutely delighted to be partnering with Wonderhood on this exciting chapter for VIEVE. From the outset, their team demonstrated a natural understanding of our brand, our community and our ambition for growth. Their strategic thinking, creativity and collaborative approach make them the ideal partner to help us tell the VIEVE story in an even more impactful way as we continue to scale the business.”
The partnership reflects VIEVE’s ambition to become a next-generation British make-up brand, balancing professional authority with accessibility.
