BEIE

The Brief

BEIE is a Canadian skincare and eyelash extension line founded by Gretzie Parth — a community-driven brand built around quality products and a founder with a strong personal identity. Launching a new beauty brand means entering a crowded space, and the brief was clear from the start: BEIE needed to stand out without trying too hard.
The scope covered everything from the ground up. Brand name research, logo design, packaging, and a full Shopify e-commerce build. The challenge was creating something that felt luxurious and elevated while staying warm, approachable, and true to Gretzie’s personality.

The Work

We started with the brand identity before anything else. The name BEIE was developed through a research process aimed at finding something distinctive, ownable, and easy to remember in both English and French. From there, we built the visual language around two ideas that needed to coexist: elegance and accessibility.

The color palette is neutral and understated — tones that signal premium without alienating. The logo uses bold serif typography to project confidence and a sense of founder-led leadership. Packaging design followed the same logic: minimalist, airy layouts that let the logo and product quality do the talking.
For the website, the design draws from two unexpected reference points: the aesthetics of the early 2000s and the visual language of cocktail cards — a nod to the product naming conventions within the line. The result is a Shopify build that feels playful and distinct without losing the premium positioning established in the brand identity. Nude tones from the brand palette carry through select sections to maintain visual continuity across the experience. The shopping flow was built to be frictionless, keeping the focus on the products while reflecting the BEIE spirit at every step.

The Result

BEIE launched with a complete brand identity and a fully functional e-commerce store — everything a new beauty brand needs to show up credibly from day one. The visual system is cohesive from packaging to product page, giving the brand room to grow without outgrowing the identity we built.
The project is a good example of what it looks like when branding and web design are developed together rather than in sequence. Every decision made in the brand phase informed the website, and the result is a brand experience that feels consistent end to end.

Discover more about our web design work  and our branding work.

The main goal in building the website was to showcase the brand identity we built.  The design focuses on a structured, modern layout, while incorporating touches of playful interaction to give personality to the experience. The nude colors of the brand image are subtly used in certain sections to create visual continuity.

The overall aesthetic of the website is inspired by the 2000s, but also by cocktail cards, referring to the names of the products. Emphasis has been placed on highlighting products and making the shopping experience fluid, to assure online shopping that’s as functional as it is true to the BEIE spirit.