the beauty counter

Jul 2026

The new brand identity for Bastet represents a sophisticated evolution in the skincare and beauty industry, bridging the gap between clinical efficacy and elevated lifestyle design. Developed by the design team at Wedge, the visual language moves away from traditional dental tropes to embrace a refined, architectural sensibility. By leveraging a minimalist aesthetic characterized by sharp, serif typography and a restrained palette of deep mauve, off-white, and mint green, the project establishes a premium presence for the brand. The execution relies heavily on precise commercial studio strobe lighting, which emphasizes the metallic sheen of the signature toothpaste tubes and the tactile quality of the packaging materials. Through thoughtful product photography and stylized flat lay compositions, the work frames daily self-care rituals as intentional acts of wellness. Key elements, such as the hexagonal nHA emblem and balanced geometric layouts, create a sense of cohesion across the brand's diverse portfolio of grooming essentials. The identity leans into a clinical yet warm personality, successfully positioning the products as curated lifestyle objects rather than merely utilitarian goods. This cohesive visual system is supported by deliberate graphic design choices, including high-contrast layouts and structural, grid-based arrangements, ensuring that every touchpoint—from the packaging to the promotional materials—remains tethered to the brand's core philosophy of integrity and harmonious form.

Commercial

Studio strobe

Skincare, Beauty