Cultiv

Far from formatted cosmetics, Cultiv has been reinventing French-style clean beauty since 2020. A brand that doesn’t just sell skincare, but tells a story: that of French cultures, from the soil to the skin. Based on the active ingredients found in French cereals and vegetables, the brand is part of a contemporary genealogy of cosmetics, proposing a narrative in which beauty is no longer just an artifice, but a cultural construct rooted in the terroirs. In this way, Cultiv is inventing Agricultural Cosmetics.

The brand approached Brand Brothers in 2022 to rethink its identity program. We revisited all of Cultiv’s graphic foundations, around a new typographic logo, reflecting both the elegance and commitment of the brand. The high-contrast, long-serif lettering sophistically evokes the growth of plants by means of a ligature between the L and the T. This ligature is found at the heart of the monogram, an abstraction of the notion of a close bond between Cultiv and its growers. The clear, contemporary graphic language provides a new visual foundation that can be applied to a complete range of products, including the packaging and all communication media. A new momentum for the brand, which has since integrated some of the biggest distribution networks in the beauty world, and is now expanding internationally.