FFS: Women's Beauty Is Effortless For This New Shaving Company

by Shawn Binder on 08/20/2020 | 2 Minute Read

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.”

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Free the Birds has updated the FFS logo and introduced a new, premium aesthetic using a distinctive white geometric pattern on a pastel colour palette, enhanced by an accent of a darker, richer colour. A new tagline, “Beauty should be effortless,” reflects the brand’s ethos: to make beauty routines and purchases easier through a subscription service delivering quality products.

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The FFS brand name, which originally stood for “Friction Free Shaving,” has been evolved to unlock visual and verbal twists on the acronym. As part of the identity, Free The Birds came up with modern-day alternative meanings to resonate with its audience – to include everything from “For fun’s sake,” and “For fabulousness’s sake” to “For fairness sake” and “For future’s sake.” The new design will launch across the brand’s social media content and web design also during July.

Paul Domenet, Communications Creative Director at Free The Birds said: “Having the opportunity to help FFS elevate their refreshingly singular brand to the next level has been a joy. Brilliant products, brilliant people and a brilliant attitude which can cut through a very vanilla category.”

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