Established in 2010, Birchbox is focused on beauty, grooming, and lifestyle products through an online shop, editorial content, and, its most popular feature, a monthly subscription service that delivers targeted product samples in a cute box. Over 400,000 people currently receive Birchboxes around the world, men and women. In June, Birchbox introduced a new identity designed by Brooklyn, NY-based Red Antler.
Birchbox is so much more than just the box. We have myriad ways for you to discover. Turning our original box logo on its side to create a diamond represents both a literal and figurative transformation.
The diamond in our new logo represents the Birchbox “spark” — that “aha” moment of your experience: finding a new product in our Shop that matches your exact need, opening your monthly box to discover an enticing sample, or watching a video that turns you on to a genius technique. Birchbox strives to provide these spark moments at every turn, making a diamond the perfect representation.
At first glance it feels that Birchbox lost, by replacing its recognizable fuchsia splatter box with nothing more than a small diamond. The old logo was nice, although the typography was extremely light and probably impossible to use at small sizes. The new logo remedies the typography with a simple, uppercase sans serif and tucks the “spark” at the end of the “X” which helps frame it nicely. Pound for pound, the logo change is almost an even result, both better and worse in different regards. In application, however, and with the “B” monograms, Birchbox has definitely won.
For the rebrand, our team set out to create an overarching brand experience for Birchbox that stayed true to its fun and whimsical personality, and strategically positioned it as a global leader in the next era of e-commerce. The resulting brand identity introduces an updated logo and brand mark that are strongly recognizable, yet adaptable for a variety of applications. Additionally, we used bright pops of color to set apart playful icons and textured graphic patterns in support of the brand’s energetic personality. All elements are finished with refined messaging, clean typefaces, and crisp photography across brand applications from website to packaging.
The visual language and the secondary marks are what gives this redesign life and a consistent voice. The patterns and icons are nothing revolutionary on their own but together they help establish a fun, almost giddy aesthetic for Birchbox. The identity doesn’t have to communicate any deep meanings or messages, it simply has to create excitement for subscribers and help the online platform remain attractive and accessible, succeeding on all fronts with a simple approach.