Concrete’s brand and visual identity that embodies a modern, bold attitude for new accessible foundation BASMA.

Born from a desire to provide makeup that accommodates all skin conditions, BASMA is a beauty brand by founder and namesake Basma Hameed who used make-up as a tool for personal empowerment and self-determination after a childhood accident left her with severe facial burns. After much dissatisfaction with other “scar-friendly” makeup, Basma created her own inclusive brand to promote self-confidence and glamour for all skin types.

Independent design agency Concrete were tasked with creating a visual identity that reflected the founder’s vision and bold attitude. The deep-pink colour palette of the metal applicator reflects the unapologetic mindset, confidently standing out among other brands, complimented by the debossed wordmark in capitalised font.

The white outer box features a minimalist design with embossed logo marks boasting a modern aesthetic, while making the bright applicator stand out.

For more information about Concrete’s design visit their website or follow them on Instagram.

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