f.a.e. body & skin

Thrive Market’s in-house skincare brand, f.a.e., was inspired by the belief that people need beauty brands that are affordable, clean and sustainable. So we built a brand for all, everywhere (f.a.e.) that embodies an ethos of inclusivity and acceptance.

In order to make the product function clear, we developed an ownable naming strategy. Consumers can easily understand which products to use to meet their personal beauty goals by using the various benefit verticals-for example, "for everyday," "for hydration," "for volumizing," "for clarifying."

Organic layered shapes and textures speak to the clean ingredients inside each product. An earthy color palette infused with subtle pops of vibrant color invigorate the easily extendable design system.

Creative Direction: Elise Crevier
Art Direction: Savannah McAnally
Design: Anat-Erez Fellner, Julie Tran, Savannah McAnally
Photography: Matthew Schulert, Elisha Knight

Our design philosophy

Instagrammable: The packaging has to sell itself so we need these to grab our members attention with unexpected colors. Elevated designs worthy of being displayed on your bathroom shelf.

Uncomplicated: Just like what we put in the products themselves, the designs need to be free of clutter and hint to the simplicity and efficacy of the product’s ingredients.

Approachable: The designs must have a humanistic touch achieved by irregular shapes and hand drawn lines. Illustrations give a nod to the ingredients inside them and add playfulness and accessibility to the designs.