It was a great pleasure to partner with Becky G, working through brand pillars and naming. Then creating a scalable logo system that worked across packaging, marketing and social needs. An authentic pride of community and culture is at the root of what inspired Becky G to found one of the few latinx beauty brands in the US. From the packaging's homage to talavera tile to shadow formulations infused with Mexico sourced blue agave, every experience of the brand is intended as an invitation to celebrate the beauty of latinx heritage.

Within the first five days of launch, the brand doubled its day one Instagram following of over 25K, (plus over 98M social impressions) to more than 50K followers (95% of them being women and latinx, the majority based in California).