“Nature is beautiful because it looks like Art, and Art can only be called beautiful if we are conscious of it as Art while yet it looks like Nature.”
Immanuel Kant, Critique of Judgment
How do you set up a new perspective for a cosmetics brand which truly offers innovative, high-quality products? In beauty - a field which accounts for so much make-believe and fictitious semblance - how can you evolve a truly unique perception?
Iconix, by the mere nature of its name, is a brand that lives and breathes the tension between the fleeting and the a-temporal, the daily and the classic - every day and the sublime. In Dan Alexander & Co. This is where we allocated our attention to the cultural intersection where form and time were molded into one: in Yves Klein's invention of a new Blue.
"Blue has no dimensions, it is beyond dimensions, whereas the other colors are not... All colors arouse specific associative ideas... while blue suggests at most the sea and sky, and they, after all, are in actual, visible nature what is most abstract."
We picked this hue, a color of eternity, to be the base of our color palette. We combined it with the classic symbol of science throughout the centuries - the snake - and here, Iconix was re-born.
In Dan Alexander & Co. we have defined a new perception, strategy, and a visual language for the Iconix brand. Philosophy, art, design: all these foundations are participating in the creation of this being, showing how a beauty brand is able to communicate and exist intelligently, imaginatively.
Through a comprehensive and profound process that expanded more than two years, we designed the logo, the palette, constructed the packages series, designed the website and art directed all the brand's visuals. Through the eyes of inspiration, meet a new model of a beauty brand: meet Iconix. Photography: Dan Perez, Styling: Amit Farber.