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Blood, Sweat, and Fonts: Birchbox’s Creative Director on Our Brand Refresh

Today, we’re launching our new Birchbox face to the world! We’ve spent the past six months looking at every aspect of Birchbox through a creative lens, and are so excited to finally share it with you. We are positively giddy.

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Since our launch in September 2010, Birchbox has evolved so much—from 600 female subscribers to a global company that includes a men’s service, vibrant lifestyle shop, and more. We wanted to bring our look up to speed with our brand, and to reflect everything we stand for: discovery, fun, authenticity, and an unwavering commitment to our customers. 

This took many months, many great minds, and many late nights of popcorn and chocolate to land on what we think is a very exciting new chapter. Read on to discover how we became obsessed with diamonds and brought the new Birchbox to life.

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Why Rebrand?

Birchbox started as an idea that two friends came up with in their business school dorm room. The box, the shop, and the editorial have always been at the core of what we do—what was lacking was the feeling. Our goal was to enhance that Birchbox feeling and branding to help strengthen all our core elements and create a united vision across all four countries we now operate in (US, France, Spain, and UK). 

We partnered with an amazing agency, Red Antler, to help us think through our brand and make it visually stronger and globally cohesive. The process was an incredible experience of mood boarding, brainstorm sessions, and variations upon variations of directions. Ultimately, we came up with a brand that we think unites all our core elements.

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The New Look: What Does it Mean?

Birchbox is so much more than just the box. We have myriad ways for you to discover. Turning our original box logo on its side to create a diamond represents both a literal and figurative transformation.

The diamond in our new logo represents the Birchbox “spark”—that “aha” moment of your experience: finding a new product in our Shop that matches your exact need, opening your monthly box to discover an enticing sample, or watching a video that turns you on to a genius technique. Birchbox strives to provide these spark moments at every turn, making a diamond the perfect representation.

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The New Look: What Has Changed?

Along with the logo, the entire creative direction has matured to match our vision. For those design nerds out there (hi friends!), you’ll see typography mixing, saturated pops of color, collaged graphics, bold patterns, quirky icons, and lifestyle photography that all embrace this new direction.

Below are some highlights of new creative assets that will be hitting your mailboxes and inboxes soon!

  • The women’s outer box is still as fuchsia as ever, but you’ll notice some new exciting packaging touches once you open it. :)
  • The updated website features juicy photos, graphics, and an immersive homepage layout. We’re pretty smitten with the new entrance to Birchbox.com.
  • We know that your mailbox isn’t your only communication portal, so check out brighter, bolder email designs too.
  • And so much more! Keep an eye out for all the design hotness coming your way.

We are so incredibly excited and proud of this new chapter in Birchbox’s life. We can’t wait to continue to evolve and grow with you, and we’re excited to hear about what you think of our new look!

—Jess

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