Alinea Beauty Culture is a beauty brand ran by Justine Duran.
brand design and creative direction
Alinea Beauty Culture was envisioned not merely as a service but as a sanctuary. A space where artistry, cultural nuance, and care converge. From our initial conversation with Justine, it was evident that this brand was poised to redefine modern beauty experiences.
Our objective was to craft a visual and verbal identity that mirrored this vision: calm yet commanding, modern yet rooted, elevated yet deeply personal. We approached Alinea’s brand identity and creative direction with intentional restraint; ensuring every design decision, photoshoot frame or concept, and word choice served a larger purpose. The goal was to create a beauty brand that feels like a lived-in ritual, not a fleeting trend.
From guiding shoot concepts to building a launch strategy that prioritized intimacy over noise. Alinea isn't here to follow industry expectations; it's here to quietly reshape them.
PROJECT INFO:
BRAND THEME SONG
Something unique that we ask all of our clients is to tell us what their brand theme song would be; this allows us to get a feel for the brand while we are working on rebuilding it. We often listen to these songs while creating for the new brand and vision. Before you get started exploring this study, make sure to hit play below to be fully immersed in the brand feeling.
Brand Mark
Brand Mark
PHOTOSHOOT DIRECTION
Our photoshoot package comes included when you work with us on a brand project. We curate everything from outfits and brand themes, to shot lists and location sourcing. This allows our clients to enjoy the creation of their new brand while we handle all of the details that will make it truly come to life.
