Pásame
Designing a makeup tool company that leans into the art of touch
Pásame is a makeup tool company founded by celebrity makeup artist Aliana Lopez on the principles of accessibility, empowerment and independence. We partnered with Pásame to develop a visual identity, brand strategy and art direction that evoke the warm, accessible and sophisticated nature of the brand.
SCOPE
Brand Strategy, Brand Positioning, Logo & Visual Identity Systems, Brand Guidelines & Toolkits, Packaging, Website Design
Pásame brushes are expertly designed tools, but when considering how we stand out in a crowded space, we set out to shift the conversation from functional to emotional.
We created a makeup tool brand that focuses on the feeling that the brushes elicit, leaning into the power of touch and the sensuality of the brushstroke. Pásame brushes not only make your makeup look good, but make you feel good too.
The modern color palette is inspired by vacation skies, adding a touch of escapism and a nod to a certain lifestyle. The wordmark includes a custom “P” that mimics the natural curve of the brushes. Complementing the wordmark is a monogram of the initials “PB” coming together to form a key, which speaks to unlocking artistry with your Pásame tools.
Elegance meets emotion through the art of touch, therefore our art direction is inspired by sensory delights—tranquil waters, blooming flowers, and the warmth of the sun.
The photography style is a mix of macro crops showing the brush in action alongside environmental and botanical blurred still lifes, plus soft, sun-kissed lit portraits.
The sensory nature of the brand extends into e-commerce, where the seamless shopping experience interacts with sun-kissed escapist photography and macro shots of the brushes.
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