RUTHLESS

For my final major project at university, I decided to create a brand book for a subscription based service called Ruthless. Ruthless is a 2 minute makeup bag that will include 6 products, some being multiple use, to be able to create a look within 2 minutes. The average time made for self care is only 17 minutes a day, Ruthless will be gifting their consumers with time to prioritise well-being. I decided to name the brand Ruthless because ‘Ruth’ is my middle name, and the ‘less’ represents the lack of waste that my subscription box will be producing, due to the fact that the box is catered to each consumer, based on their skin tone. These are a few screenshots within the brand book ⚡️