The brand Beam, created for an open conversation about butt care, has introduced a new identity developed by the studio Saint-Urbain. The company produces cosmetics with clean, active ingredients designed for complete buttock skin care. The name Beam (“ray”) reflects the idea of confidence and the pleasure of taking care of the body, and the new image conveys this attitude with lightness and humor.
The logo is witty and straightforward. Each letter of the word Beam resembles the shape of buttocks except for “e”. The “B” and “m” with their rounded lines are especially expressive, while the letter “a” mirrors the shape of one cheek. In the logo animation, the letters slowly slide downward, humorously reminding one of gravity’s effect. They create a gentle contrast to the artificial ideals seen on social media. The monogram develops the same idea. The flipped letter “B” is complemented by sparkling lines that enhance the association with a beam of light.
The custom typeface Seabirdes creates a sense of softness and openness. In packaging, it is used sparingly, while in advertising, it appears more freely, with rounded, flowing lines. The main green and cream tones are complemented by bright accents, making the design look fresh and energetic. Gradient backgrounds emphasize the lightness of the visual language and the brand’s positive mood.
The art direction deliberately moved away from embarrassment and medical seriousness. The focus is on the body in its natural form, without retouching or filters. The visuals show a variety of shapes, highlighting naturalness. Although female models appear more often in the campaigns, the brand does not limit its audience, stating that the approach is suitable for everyone.
Beam has reimagined body care by adding humor and confidence to the topic, showing that caring for the buttocks can be open, fun, and beautiful.