Five Beauty

Five Beauty cuts through the saturated beauty market by offering a product that gets the job done in five. The brand delivers high-quality, accessible beauty essentials made with skin-boosting ingredients—designed to simplify routines without compromising performance.

The challenge was to communicate the brand’s core principle: being deliberate. Cutting out the unnecessary to focus only on the essentials guided the entire brand development process. From strategy and identity to packaging, everything was intentionally crafted to reflect this promise.

Project Info

John Borras Tan
Account Management, Brand Strategy, Visual Identity, Packaging Design

Work done with:
Together We Design

Project Management:
Bea Sigua

Strategy & Design Support:
Laraine Gazmen

Copywriting:
Isay Roque
Marga Buenaventura

Photography:
Five Beauty

The brand strategy is rooted in mindfulness and simplicity. Five Beauty’s no-frills approach empowers working women to do more with fewer steps—freeing up time while still looking and feeling their best. The message is clear: we get it done in five.

Straightforward and bold, the logotype was custom-designed to reflect confidence and clarity. The tall letterforms are modern and clean, with slightly sharp serifs that add elegance and edge. This blend of characteristics gives the brand a flexible, hybrid look that can adapt across products while remaining distinct and refined.

True to its ethos, Five Beauty’s color system was created to accommodate a variety of moods, products, and campaigns. The palette is divided into three categories—dark, bright, and subdued—that can be mixed and combined to create different looks and feels, while maintaining consistency across the brand.

We also developed a packaging system designed to scale with the brand and its future products. For the launch, I designed and assisted in the production of the hybrid color stick, working closely with their supplier to bring the vision to life. The result is a product and packaging experience that delivers on the brand’s promise of beauty, simplified.