We’re digging the brand identity for FFS! The patterned pastel and white designs are unique enough to give each product their own platform, but work cohesively to all live under the same brand umbrella. The minimal use of black makes this an impactful design that is decidedly feminine, yet allows FFS to stake it’s claim in a crowded market.

London based design agency Free The Birds has created a new brand identity and positioning for FFS, the UK’s first and biggest direct-to-consumer women’s shaving brand. The new identity will be rolled out across the brand’s assets through July 2020.

Des McManus, MD of FFS Beauty said: “When we launched the brand back in 2015 it was about rebellion and shaking-up the tired and often overlooked women’s shaving category with an irreverent, raised eyebrow. Five years on, and proud of all that we have achieved, it felt like the right time to refresh and showcase how we’ve evolved. The new FFS Beauty name, look and feel reflects our growth into a more sophisticated, conscious and contemporary brand, but one that remains committed to disrupting the wider beauty industry without taking itself too seriously.”