Melanie Cruickshank is the face behind da lish cosmetics. Her line of makeup uses all-natural ingredients with no harsh chemicals. Produced entirely in Toronto using local suppliers, the cosmetics are not tested on animals, use no animal products and are PETA approved as vegetarian friendly. We created a make-up stroke in a peachy florescent to express a youthful, fun and feminine vibe while applying it to handmade cardboard packaging conveying a sense of earthy simplicity. We punctuated the look with a strong tag line, “Uncomplicated Beauty,” that reaches out to women attracted to toxin-free cosmetics and make-up routines that are easy and natural. Additional brand messaging included the secondary tag line, "Simply pretty makeup with nothing to hide."