capturing contradictions

Flyte.70 addresses an overlooked demographic in the cosmetics industry with premium products formulated specifically for people 35 and over.

scope

Brand Identity
Brand Strategy
Positioning
Ecommerce Website
Packaging

Art Direction
Print Marketing
Digital Marketing
Photography
Video

collaborators

Anna Bloxham
Schloss Films

the challenge

Flyte.70 wanted a brand identity that embraces the human aging process, yet captures the eternally youthful spirit.

the solution

Pinkergreen conceptualized and designed all brand touchpoints from logo to cosmetic product components and packaging, to shipping and a custom, award winning, e-commerce website. The Flyte.70 brand toys with contradictions and tension, on the line between overt and subtle, luxurious and accessible, aspirational and grounded.

Four product collections are color-coded with an 80s-inspired fluorescent palette. Aerial photographs anchored with atmospheric-inspired hues are a nod to the name Flyte, and are paired with splashes of neon for an energetic juxtaposition that speaks to our inner contradictions.

2 Flyte.70 product images each featuring assortments of makeup products and press kit.

Assortment of swatches and smears of makeup products cycled through a slideshow.

Kelley and Rachel conferring behind-the-scenes at the Flyte.70 model photoshoot.

A makeup model faces the camera, and poses for a photographer, seen from the back.

Lipstick swatches and names on a white board.

Flyte.70 lipstick components atop matching Pantone swatches.

3 Mobile screen examples from the Flyte.70 website: Product Landing (face products), Product Detail (lipstick), and a text module.

3 models' hands with varying skin tones feature swatches of 3 Flyte.70 lipstick shades against a white background.

Assortment of 3 Flyte.70 primary makeup products against a stone background.

“

As a new company, we have extremely high standards when it comes to business relations and creative abilities. They have taken years of our information, listened to our voice and finally brought our brand to life.

Elena Frankel

Co-Founder