PYT Beauty is a new cosmetics line without the B.S. (bad stuff). As the company’s branding partner, we’ve worked closely with the founders to create the brand identity, packaging, voice, photography and e-commerce website. To create the brand identity, we developed custom brand foil colors and, combined with playful language, minimalist graphic elements, and black and white lifestyle photography, crafted a contemporary aesthetic with pops of youthful vibrance. PYT Beauty products available now at Ulta Beauty and Anthropologie. Product photography by Kip Dawkins. Lifestyle photography by J. Ryan Ulsh.