How Otherwhere Redesigned OKNGN Beauty to Reflect Local Values and Vision
Bridging the Gap in Beauty Distribution
OKNGN Beauty is more than just a beauty brand—it’s a movement aimed at bringing locally sourced, cruelty-free beauty products to the heart of the Okanagan Valley in British Columbia. With a mission to support local artists and creators, OKNGN Beauty has set its sights on becoming the region’s go-to distributor for makeup artists, enthusiasts, and beauty creatives. This case study goes into how Otherwhere helped reimagine their brand identity and packaging to reflect their vision.
OKNGN Beauty was born from a gap in the local market. Despite the availability of fast shipping services like Amazon in larger cities, rural areas of the Okanagan often face slow delivery times and limited access to beauty products. The founder, a former makeup artist and extensionist with heavy ties in the industry, recognized this problem firsthand. She set out to make beauty tools and products more accessible while uplifting local creators.
Understanding the Scene: Inclusive, Local, and Empowering
Rooted in local beauty: The Okanagan Valley’s natural landscapes served as inspiration for OKNGN Beauty’s brand refresh.
OKNGN Beauty’s core mission revolves around fostering an inclusive, community-driven environment where everyone can express themselves through makeup. They aim to uplift local artists and vendors by providing a platform that showcases and distributes their goods—from eyeshadows and lip glosses to their own flagship product: glamorous lashes.
The brand wanted to maintain its connection to the Okanagan Valley's beauty, incorporating the region’s natural landscapes into its identity. The design elements initially created for the brand included references to local landmarks, such as bees, the sun, and natural scenery. But as their business grew, they sought a brand identity that was not only professional but also enduring.
Our Approach: Designing a Timeless Brand Identity
When OKNGN Beauty approached us at Otherwhere, their request was clear: they needed a brand refresh that elevated their DIY designs and gave them a professional edge. Their new brand identity needed to feel inclusive, bold, and deeply connected to the Okanagan region.
We began by understanding their primary objectives:
Local Focus: They wanted their brand to feel rooted in the Okanagan, highlighting its natural beauty and the importance of local sourcing.
Inclusivity: The brand needed to feel warm, supportive, and inviting for all—whether someone was a professional makeup artist or just a beauty enthusiast.
Professionalism: They were looking for a polished, cohesive look that could help solidify their place as a trusted local distributor.
Brand Identity: Reflecting the Beauty of the Okanagan
Bright and inviting: OKNGN Beauty’s bold billboard campaign featuring Okanagan sunsets.
We focused on creating a logo and visual identity that captured the essence of the Okanagan. Drawing inspiration from the area's sun-drenched landscapes, nature, and wildlife, we emphasized the brand’s roots in the Valley. The result was a blend of soft tones, paired with bright, bold colors to evoke the warmth and beauty of the sunsets and sunrises in the region.
Key design elements included:
Natural Icons: We incorporated stylized versions the natural motifs that are iconic to the Okanagan.
Bold Typography: We chose a modern, clean - yet friendly typeface that balances professionalism with approachability, ensuring the brand felt both refined and welcoming.
Color Palette: Drawing from the Okanagan’s surreal sunrise and sunset colors, we selected a palette that felt vibrant yet grounded, with warm yellows, pinks, and purples to reference the valley’s landscapes.
Packaging Design: Fitting Flagship Lashes
For the packaging of their flagship lashes, we needed to convey both local authenticity while maintaining a polished feel. The packaging design was a key opportunity to tie OKNGN Beauty’s brand identity directly to the experience of their customers.
The challenge was to create packaging that not only stood out on the shelf but also honored the brand’s commitment to supporting local beauty enthusiasts. We focused on the following aspects:
Clean Design: The lashes packaging featured subtle nods to the Okanagan, incorporating the elements of the Okanagan valley, but in a sleek, understated way that felt clean.
Friendly: OKNGN Beauty is committed to the professionals in their industry. We used bright, open designs on the packaging, ensuring that the design choices aligned with their values.
Having grown up in the Okanagan myself, I deeply understood the emotional connection and beauty OKNGN Beauty’s founder wanted to evoke in her brand. She sought something that would encapsulate the essence of the Okanagan’s natural splendor while still maintaining a modern, scalable, and professional aesthetic for long-term growth. Our shared background and love for the region became the cornerstone of our design approach.
The Goal: Warmth and Professionalism with Okanagan Roots
We set a clear design goal: to reflect the warmth, vibrancy, and natural beauty of the Okanagan Valley while ensuring the brand identity remained poised and professional, ready for scalability and future growth. It was essential that the visual identity felt personal and close to home, yet sophisticated enough to compete in the broader beauty industry.
We studied successful beauty brands to identify ways to differentiate OKNGN Beauty from the competition. Many brands lean towards a clinical or luxury aesthetic that can feel alienating. Instead, we aimed for a design that feels like a warm hug—reflecting the supportive relationships we foster with our clients and peers in the beauty industry.
Time to Design: Bold, Creative, and Reflective
A harmonious blend: OKNGN Beauty’s logo design celebrates the valley’s vibrant colors and serene landscapes.
To kick off the project, the founder shared a mood board filled with inspirations of bold colors, funky illustrations, and playful graphics. The brand was targeting a creative, color-loving audience, so we knew the packaging and brand identity needed to reflect that spirit—while still embodying the elegance and warmth of the Okanagan.
After several rounds of revisions and presentations, we developed a brand identity that beautifully merged multiple elements:
Okanagan’s Nature: We drew inspiration from the region’s stunning sunsets, sunrises, mountain peaks, valleys, and lakes, translating these visuals into a vibrant, approachable design.
Sun and Mountains: We created a logo that symbolized the Okanagan’s landscape in a subtle yet powerful way. Each shape in the logo mark doubled as a letter in "OKNGN."
The “O” represented the sun, a symbol of warmth and light.
The “K” formed the peaks of the mountains, a tribute to the iconic geography of the region.
The “N” arched like a valley, connecting the two.
Stained Glass Effect: The logo came together like a modern, stained-glass design, combining these natural elements into a clean, cohesive, and stylish mark. This gave the logo a friendly, open, and round feel while maintaining an air of sophistication.
Eyelashes and Beauty Elements: To tie the logo back to the brand’s flagship product—lashes—we subtly incorporated beauty references. The sun in the background doubled as a set of lashes, while the mountain peak symbolized an eyeliner pencil. This delicate nod to their core product kept the design relevant without being overly literal.
The color palette we developed was rich with warm, soft hues reminiscent of the stunning sunsets and sunrises that define the Okanagan landscape. These beautiful, striking colors not only reflected nature but also aimed to evoke a sense of glow and upliftment in our customers, mirroring the confidence they feel when using OKNGN Beauty products.
For typography, we selected Poppins, a font celebrated for its friendly, open character. This choice was intentional; we wanted our marketing materials to convey warmth and approachability, qualities that resonate deeply with our target audience. The round, geometric nature of the font reinforces a welcoming atmosphere, making our brand feel like a safe space for creativity and self-expression.
The imagery featured in the initial mood board showcased artists and creatives adorned with bold, colorful makeup—think glittery eyeshadows and vibrant hair. This visual strategy was designed to evoke feelings of happiness, confidence, and self-love, aligning perfectly with the brand’s mission to empower individuals through beauty.
The carefully curated palette reflects the lively and inviting spirit of OKNGN Beauty’s refreshed identity.
Integrating Elements into Packaging Design
The final packaging design harmoniously combined all these elements, featuring custom illustrations that celebrated the fun and creative side of beauty. We utilized light, soft gradients alongside bright, playful illustrations to create a product line that feels both feminine and vibrant. Importantly, we ensured that all products were cruelty-free, reinforcing the brand’s commitment to ethical practices.
Social Media Templates: Engaging the Local Community
Social media templates designed to foster connection and celebrate beauty in the Okanagan community.
In addition to the brand identity and packaging design, we developed social media templates that allowed OKNGN Beauty to engage with their audience in a more professional and cohesive manner. These templates were designed with flexibility in mind, allowing the brand to showcase their products while remaining consistent with the visual identity we created.
The Final Result
In summary, our collaborative effort in designing OKNGN Beauty’s brand identity and packaging has resulted in a compelling narrative that honors the Okanagan's natural beauty while promoting inclusivity and creativity. The final brand reflects a vibrant, uplifting space for beauty enthusiasts, artists, and makeup lovers, making it not just a brand but a community-focused movement.
With its strong visual identity and commitment to local artistry, OKNGN Beauty is poised to become a leading distributor in the Okanagan, offering products that empower individuals to express themselves confidently and creatively.
If you're looking to create a unique brand identity or redesign your packaging to resonate with your target audience, we at Otherwhere are here to help! Contact us today to discover how our we can bring your vision to life. Let’s work together.
