Branding

Basis partnered with Toups & Co. to create a cohesive brand and ecommerce experience for a growing natural beauty company rooted in ingredient transparency, ancestral skincare and modern performance. What began with branding and packaging has grown into an ongoing partnership spanning creative direction, Shopify design and development, conversion optimization and ecommerce strategy.

We developed a flexible visual identity that balances the honesty and simplicity of the brand’s natural ingredients with the sophistication of a modern beauty company. Typography, color, hierarchy and art direction come together in a system designed to feel elevated without becoming clinical, and natural without relying on the visual clichés of the category.

Packaging

As the product line expanded across skincare, tallow balms, body care and makeup, we extended the identity into a packaging system built to scale. Consistent typography and structural elements create a recognizable family across the assortment, while enough flexibility remains to distinguish individual products, formulas, scents and categories.

Ecommerce on Shopify

We translated the brand into a custom ecommerce experience on Shopify, leading both website design and development. The storefront balances storytelling, education, product discovery and conversion—helping customers understand Toups & Co.’s distinct approach to ingredients and sourcing while making a growing catalog intuitive to explore and shop.

Our work continues well beyond the initial site launch. Basis partners with Toups & Co. on ongoing ecommerce strategy, including CRO testing, campaign development, landing pages, merchandising, customer-journey improvements and continuous design and development. We treat the storefront as an evolving product, using each initiative as an opportunity to learn, iterate and improve performance.

By working across brand, packaging, digital experience, development and growth, we’ve created a system in which every touchpoint reinforces the next. The result is a brand and commerce experience designed to evolve alongside the business while maintaining the simplicity, transparency and distinct point of view at the heart of Toups & Co.