BELLA is born from a desire to empower each person & embrace what we have that is unique to us, our individuality. The products are super-performing, vegan, clean-focused & cruelty-free cosmetics. Infused with innovative active ingredients to care for your skin, mind & soul; each product has been formulated over the years to bring you the best in class, long-lasting luxury.

I wanted to mimic the juxtaposition of modernity and elegance by simultaneously creating a graphic language that was impactful and meaningful. I designed a butterfly motif that subtly has the BELLA initial B in its wings but can also be used as a dynamic pattern that can flex across various brand touchpoints. The BELLA Butterfly carries profound meaning to empower & create positive change. Her wings display colorful designs unique to her, forming her individuality and thus, her beauty. The visual identity system was created to embody these beliefs. Through art direction and photography style, we wanted to celebrate each person's uniqueness & journey. Beauty empowering you.