BLK is a Philippine cosmetics brand that focuses on providing professional and high-quality basics at affordable price points. It continues to create products that captivate beauty newbies and beauty lovers alike, such as a line that takes cues from '90s beauty trends, an on-trend K-Beauty kit, and a travel-inspired collection that benefits the World Wide Fund for Nature (WWF).
With the belief that everyone deserves nice things, we set out to design an affordable make-up brand with a look that deserved to stand proud on any woman's beauty shelf. We started by doing research on the market—the on-the-go working class woman—and what she truly needed when it came to makeup.
Creative Direction: Deane Miguel
Lead Strategy: Vicky Marquez
Lead Design: Angela Chua
Photography by Mark Nicdao
A quick trip to any mall in the country and anyone would easily conclude that the Philippine beauty market is extremely saturated. With international brands being brought in constantly and consumers discovering new brands with every few scrolls on Instagram, standing out amongst hundreds of brands is a big problem for anyone looking to enter the scene.
However, one look at the crowded shelves of products also unveils a clear problem: commonly used by young working women, most affordable make-up options look less than professional. To BLK's founders, this begged the question of prerequisite. Has this mass-produced look become a necessity for affordable make-up products?
“BLK Cosmetics speaks to the real girl who doesn’t always have all the time in the world to fix herself up or maybe even the moolah. While it is partly-owned by a celebrity whose day job is to get gussied up, the concept is from a driven woman, for other driven women.”
Our research turned up invaluable insights that continue to guide the development of the BLK brand and its products. Our design team also developed a brand identity and design system worthy of any curated make-up kit: a welcome mix of modern minimalist and fun graphics that embodies the modern day woman.
We created custom icons and graphics to help enhance the packaging experience, and a custom pattern system for each product type, which resulted in a unique yet cohesive look across the different products. This system is continuously being applied as they build new product SKU's.
What we came up with was what the Filipina never realized she needed and deserved: affordable, high-quality make-up that looked just as good as her.
BLK also tapped us for their new collection inspired by k-pop beauty trends. We created custom pattern sets and stickers using a dreamy pastel palette, all while still staying true to the established brand system.
BLK has become a Filipina staple in its own right, now ubiquitous in any make-up destination across the nation. Our strategy remains key in driving the brand forward, allowing BLK to resonate with the market as evidenced by its strong market footprint.
BLK's iconic design continues to draw in countless shoppers and, numerous sold-out collections later, BLK is well on its way to becoming one of the country's leading local beauty brands.
“Working with Serious Studio on our beauty brand was nothing short of beautiful. Their ability to tap into the wants and needs of our consumers allowed us to develop a brand we and so many other Filipinas are proud to use.”