Every body is a babe. Frank believes all babes should feel good about who they are, no matter their colour, shape or size. We figured that if skincare is designed to make girls feel amazing, a skincare brand should be, too. With the help of a simple insight and an unmistakably cheeky tone of voice, we built out the identity that took a humble Aussie coffee scrub into 141 countries. What started out as a simple logo mark on the back of a paper coffee sack expanded into the iconic colours, illustration system, and candid/casual art direction still core to the brand today. And our video-based ecommerce site won the Shopify award.