Flawless Brand Guidelines
Flawless UK Vape Distribution had no formal brand guideline, so its marketing was produced by different people, for different channels, without a shared reference. I created the company’s first brand guideline: a single document that defines how the brand looks and how it should be applied, from e-commerce and social media to large-format print and pitch deck presentations.
Year
Client
Work type
Challenges
No single source of truth. Logo use, colours, typography and layouts were applied differently from one asset to the next.
Many channels, one brand. The same identity had to work across e-commerce, social content and large-format materials, each with different technical needs.
Working alongside partner brands. Flawless promotes international brands in the UK market, so its own identity had to stay clear and consistent next to them without competing with them.
A guide people would actually use. It needed to be simple enough for the team to follow without a designer checking every asset.
What I did
Defined the core identity. I documented logo versions, clear space and minimum sizes, with examples of correct and incorrect use.
Set the colour palette. I specified primary and secondary colours with HEX, RGB and CMYK values for screen and print.
Chose the typography. I paired Poppins as the primary typeface for headlines and titles with Inter as the accent typeface for body copy and interface text, creating a clear type hierarchy.
Created layout rules. I defined grids, spacing and composition for each channel.
Built ready-to-use templates. I produced templates for social posts, e-commerce banners and large-format layouts, so the team can stay on brand more quickly.
The outcome
The result was stronger brand awareness and perception, and a 10% increase in B2C conversion.
