Primalashes London

Step in, Lash Out
The Story

Beauty is in the eye–lash


Brand Identity
Brand Strategy
Social Media Design
Marketing Collateral


When London-based beauty boutique Primalashes contacted Cimone Key Creative Studio, they wanted to create a brand identity that evoked class, elegance, modernity and femininity. In keeping with its existing personality, the #seriousaboutlashes company also wanted to convey a touch of sass through its brand voice.


Our studio collaborated to design a feminine, yet modern brand for the eyelash extensions authority using curved fonts and blush as an accent color. We also expanded the brand by creating custom collateral—an after-care card, gift cards, business cards, custom illustrations and package design. Our final touch was a brand voice guide to inform overall messaging, including sass.

145 Ebury Street, SW1W 9QN


“Be the cool kid. Purchase some lash cash for your mum.”