Annabelle: a rebranding

The freedom to express yourself in color

We took part in the visual rebranding of Canadian cosmetics brand Annabelle, in collaboration with agency lg2. The mandate was to develop a library of illustrated textures and abstract visuals to dress the various product categories, highlighting skin grain texture and its natural imperfections. Each illustration reflects the unique identity of the face, eye, and lip products, while staying cohesive across the entire platform

The image is a 3x3 grid of colorful abstract patterns with various shapes and textures.

Brief: an expressive brand

The art direction grew from 3D illustrations brought to life through stylized shaders, building a strong visual experience for the online platform, advertising campaigns, and in-store collection launches. The goal: make the brand more expressive, playing with abstract textures that celebrate the creativity and personality of every user. Each image could be used in full or cropped tighter for a closer frame.

Annabelle's Amazon website displaying products including eyeshadow palettes and eyeliner sticks.

Signature

The tagline "Dream it, work it" captures this bold approach: a brand that encourages people to express their personality out loud, while offering a brand platform that stands apart in a competitive Canadian cosmetics market. Annabelle stakes its place as a pioneer — a brand that keeps pace with trends and the expectations of a new generation of consumers.