Be Beauty

Be Beauty

Beautifully simple.

Portuguese supermarket chain Pingo Doce went on a journey to expand its private-label offering with a new range of beauty and personal-care products. We supported them along the way by identifying an opportunity for the brand to ‘democratise beauty’ and creating a design system that was simple, yet distinct; accessible, yet aspirational; high value, yet attainable.

Be Beauty debuted in market with a beautifully simple brand expression that celebrates beauty as a holistic idea, bringing together effortlessness, efficacy and elegance.

Path Creative Director Gokce Sahbaz comments: “Our goal was to create a range of products that responded to the needs of a diverse audience of women on the search for affordable beauty. We took a minimalist approach, stripping away anything that was unnecessary, busy and complicated. What remained was a pure and simple design that communicates the importance of self-care with expertise and approachability.”


Brand Strategy . Naming . Brand Architecture . Brand Identity . Packaging Design . Pathwork Production

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