Fresh off a massively successful ride with Vega Nutritional Foods, former VP and General Manager Phil Lebeau came to Dossier with a new venture of his own.
Beginning with an organic, coffee-based body scrub, Phil’s vision was to launch a premium line of body products that would have strong appeal as a high-velocity consumer brand.
![Basd Body Lotion | Dossier Creative | Plant-Based Body Product](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Body-Lotion_Creme-Brulee_Arrangement-1_Dossier-Creative-450x450-c.jpg)
![Basd Logo Design | Dossier Creative| Plant-Based body product](https://www.dossiercreative.com/wp-content/uploads/2017/11/Basd_Logo-Animation_Dossier-Creative-1.gif)
basd is Born
Tapping into his passion for creating brands with strong culture and purpose, we collaborated with Phil to help launch basd: a premium line of organic and cruelty-free body care products.
![Basd Woman | Dossier Creative | Plant-Based Body Product](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Tribe_Dossier-Creative-450x450-c.jpg)
![](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Creative-Strategy_Dossier-Creative-675x675-c.jpg)
![](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Scrub-on-Skin_Dossier-Creative-675x675-c.jpg)
![](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Creative-Strategy-3_Dossier-Creative-675x675-c.jpg)
Dossier was able to synthesize our vision and bring it to life through impeccable design.
Phil Lebeau, basd Co-Founder![Basd Tagline | Dossier Creative | Plant-Based Body Product](https://www.dossiercreative.com/wp-content/uploads/2017/11/Basd_Tagline_Good-to-be-Nakd_Dossier-Creative.jpg)
It’s Good to Be Nakd
We refined the brand’s proposition, crafted its messaging and designed a playfully-sophisticated brand identity and packaging system.
The brand ethos is a “no-BS” nothing-to-hide attitude. It’s summarized in the cheeky tagline we developed. “Good to Be Nakd” empowers people to be confident in their own skin.
Versatile Visual Expression
We developed a bold visual identity to express the brand’s confident character, creating assets with striking, dynamic patterns across a range of packaging forms.
![Basd Coffee Scrub | Dossier Creative | Plant-Based Body Product](https://www.dossiercreative.com/wp-content/uploads/2017/11/Basd_Coffee-Body-Scrub_Invigorating-Mint_Spill_Dossier-Creative.jpg)
Cultivating a Plant-Based Following
Still in start-up phase, basd is building steady momentum. We expect nothing but another terrific success from Phil and co-founder Ashley Meston.
![Basd | Ashley Meston and Phil LeBeau | Dossier Creative | Plant-Based body product](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_-Ashley-Meston-Phil-Lebeau_Dossier-Creative-450x450-c.jpg)
![Basd Body Lotion Packaging | Dossier Creative | Plant-Based Body Product](https://www.dossiercreative.com/wp-content/uploads/2017/11/Basd_Body-Wash-and-Body-Lotion-Lineup_Dossier-Creative_1.jpg)
![](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Patterns_In-shower-body-care_Scrub_Wash_Dossier-Creative-675x675-c.jpg)
![](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Tribe-2_Dossier-Creative-675x675-c.jpg)
![](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Patterns_Post-shower-body-care_Lotion_Balm_Dossier-Creative-675x675-c.jpg)
![Basd Body Lotion | Dossier Creative | Plant-Based Body Product](https://www.dossiercreative.com/wp-content/uploads/2017/11/Basd_Body-Lotion_Creme-Brulee-Details_Dossier-Creative.jpg)
![](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Coffee-Body-Scrub_Invigorating-Mint_Spill-2_Dossier-Creative-675x675-c.jpg)
![](https://www.dossiercreative.com/wp-content/cache/thumbnails/2017/11/Basd_Body-Wash_Invigorating-Mint_Detail_Dossier-Creative-675x675-c.jpg)
![Basd Scrub Packaging | Dossier Creative | Plant-Based Body Product](https://www.dossiercreative.com/wp-content/uploads/2017/11/Basd_Coffee-Body-Scrub_Creme-Brulee-and-Mint_Dossier-Creative.jpg)
![Basd Website | Dossier Creative | Plant-Based body product](https://www.dossiercreative.com/wp-content/uploads/2017/11/Basd_Website_Dossier-Creative.gif)