SOTTINTESO

A small factory specialized in high quality beauty & make up products based in Oregon, asked us to develop a new name and a brand identity addressing the young American affluent. We proposed Sottinteso, an Italian word that stands in between “understood” and “it goes without saying”. This name convey a sense of complicity and intimacy between the brand and its target. The poster, for the teaser phase, features opposite eyelashes positioned as brackets, with the logo standing encapsulated like a whisper.

Linda Kempsey, creative director on this project, wanted to give lettering a strong identity. Visually, the brand borrows from the most different realms, from Medioeval paintings to macro photography, playing with the medium and diverse cultural references as a large palette of colors.