The client Pivia set out with the idea of creating a cosmetics line centered on female self-affirmation. By embracing this challenge, we built the brand universe around a dimension of self-love, kindness, inclusivity, beauty, and energy. Pivia is a beauty brand committed to body care, understood as a tool for enhancing self-awareness and inner well-being. At the heart of everything lies a single word: empowerment. It means validation, awareness, and responsibility. Every human being is unique, rare, and precious. Who decides what is bizarre, strange, or abnormal? Who defines others as different? And above all, different from whom? Nourish your soul, fuel your energy. YOU ARE GOLD.

The brand strategy is expressed through six key messages, conveyed across multiple online and offline touchpoints. At the core of the identity is Millennial Pink, a color that stands as a manifesto of a generation. Supporting these assets are the illustrations by Egle Zvirblyte, a Lithuanian artist who has collaborated with Google, Apple, adidas, Nike, and others. Zvirblyte’s works are a perfect match for Pivia, as her irreverent characters, bold colors, and the themes she explores resonate deeply with feminism, spiritual evolution, and existentialism. Since the brand already had established assets, such as its name and logo, the redesign focused on adapting the existing identity to a new, modern look and feel.