Focused on capturing the GenZ market, Established designed everything from the logo to packaging and naming to brand copy for H&M’s new beauty line. The line is dubbed OHH! (Oh Hey Hero), and is beautifully packaged in a bright and quirky style, lovingly known as “adorkable.” The almost ironic, definitely approachable style aligns with the visual cues of TikTok, a space the GenZ audience is captured by.

Breaking into the skincare space within itself is a masterful feat, but tackling the GenZ market within the skincare space is a whole new game. Yet, while bright and playful, Established created a system that is also refreshingly minimalistic, leaving room for the GenZ market to make it their own.