FFS: Beauty is Effortless by Free The Birds

Client: FFS
Date: Jul 2020
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London based design agency Free The Birds has created a new brand identity and positioning for FFS, the UK’s first and biggest direct-to-consumer women’s shaving brand. The new identity will be rolled out across the brand’s assets through July 2020.

Free the Birds updated the FFS logo and introduced a new, premium aesthetic using a distinctive white geometric pattern on a pastel colour palette, enhanced by an accent of a darker, richer colour. A new tagline, “Beauty should be effortless,” reflects the brand’s ethos: to make beauty routines and purchases easier through a subscription service delivering quality products.


Agency: Free The Birds

Partner & Communications Director: Paul Domenet

Partner & Creative Director: Nick Vaus

Design Director: Matt Gilpin

Designer: Katie Harbord

Account Director: Emily Mills

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