Lethal Cosmetics

Lethal Cosmetics is one of Germany’s most influential indie beauty brands — bold, expressive, and deeply community-driven. Our task: sharpen the strategic foundation without losing the cult energy that made the brand iconic. We defined what the community truly loves about Lethal, how the brand can resonate more strongly with Gen Z without alienating its Millennial base, and how to integrate pop-culture collaborations without diluting its identity.

At the core is a refined brand foundation: clearer values, a more precise tone of voice, and a visual evolution that captures Lethal’s experimental spirit while feeling more considered, elevated, and distinct.
The identity thrives on contrast: beauty with a bite. We developed a cohesive design system that scales effortlessly across all touchpoints — packaging, campaigns, drops, and digital platforms. This includes a bespoke wordmark, a new brand icon, and a set of visual codes that give Lethal a stronger, more unified presence. Color worlds, typography, motion, and layout principles were re-engineered to support storytelling while keeping the brand unmistakably Lethal.

The result: a sharpened, future-ready brand that stays true to its roots yet expands its creative potential.