Noli — Riccardo Carrara

Graphic Design

London,

Noli [2025]
Brand Identity
Client: L’Oréal
Agency: Accenture Song

Role
Brand Designer, Motion Designer,
Digital Designer

90% of beauty shoppers buy products that don't work for them. It's a frustrating reality shaped by overwhelming choice, generic recommendations, and relentless marketing hype. Noli, a venture backed by L'Oréal, was founded to change this, harnessing AI-driven design to make beauty shopping intuitive and personalised. In just three months, we brought Noli to life, a brand that feels consistent, authentic, and deeply personal across every touchpoint. At its core, it had to combine scientific precision with human warmth. The tone of voice is that of a trusted advisor: insightful, empathetic, and simple, building confidence without being pushy. A clean interface reduces overload, while organic palettes inspired by natural ingredients add approachability. The custom Noli Serif typeface echoes the curves of the human form, paired with Plus Jakarta Sans for clarity. Two circles in the logo symbolise the perfect match, while “Noli”, short for “No one like I”, celebrates uniqueness.

Creative Director
Kieran Mineham

Lead Product Designers
Selin Araci, Rebeca Walkley

Head of Strategy
Katharine Burwick

Product Manager
Rory Lewiston

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