Creative originally developed by Alice & Albert · Presented in partnership with Grapes Worldwide
// Calista //
Becoming BeautyBrave
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THE CHALLENGE
BEAUTY WITHOUT THE BOUNDARIES
The beauty category can feel overwhelming—crowded with products, promises and pressure to look a certain way. Calista wanted to challenge that narrative by building a brand that made beauty feel more accessible, authentic and empowering. The opportunity was to create a distinctive identity and connected brand experience that could inspire women to experiment, embrace change and become more confident in their own beauty.
THE SOLUTION
A connected brand ecosystem that brought Calista's purpose to life across every consumer touchpoint—from how the brand looked and sounded to how people discovered, experienced and engaged with its products.
1.
Brand Identity & Storytelling
Created a distinctive brand identity and style system that gave Calista a consistent, recognisable voice across its visual and communication ecosystem.
2.
Packaging & Product Experience
Reimagined product packaging and developed smart product experiences, including QR/NFC strategies and virtual hairstyling tutorials, making the products more interactive and useful.
3.
Social-First Community Building
Developed and activated a social engagement and growth strategy across Facebook and Instagram, combining always-on content with an inclusive #BeautyBrave narrative.
4.
Influencer & Creator Collaborations
Built creator-led content and collaborations that put real people, real transformations and authentic beauty experiences at the heart of the brand's social presence.
GIVING BEAUTYBRAVE
Calista was transformed into a purpose-led beauty brand built around one simple belief: beauty isn't about being flawless, it's about being yourself. We created a cohesive brand world across identity, packaging, digital, social and communications—bringing the #BeautyBrave philosophy to life through products with purpose, tools that transform and beauty for all.
The Outcome
+130%
Overall sales growth YoY
+565%
Increase in followers
100×
Increase in engagement