Fast-growing make-up and beauty brand Vieve, founded by leading make-up artist Jamie Genevieve, has appointed Wonderhood Design to lead a comprehensive brand strategy, identity and packaging project, following a competitive pitch.
Founded in 2020, 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, Wonderhood Design will aim to 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.
Vieve chief executive Emma Dawson said: “We’re absolutely delighted to be partnering with Wonderhood on this chapter. 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.”
Wonderhood Design co-founder and head of art Simon Elvins added: “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.”
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