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Summer Fridays

Summer Fridays, Every Day.


Transform two celeb-bloggers’ vision into reality with an insta-worthy beauty brand that would stand out from the (millennial pink) crowd.

Our role

  • Brand Strategy & Architecture
  • Naming
  • Visual & Verbal Identity
  • Packaging
  • Photography & Video
  • Campaign Development
  • E-Comm & Marketing Sites
About summerfirdays


Beauty super influencers Marianna Hewitt and Lauren Ireland partnered with us to create a social-first brand based on good-for-you ingredients and covetable results. Because when you’re 24/7/365, it’s always good to start the weekend early.


CASE helped Marianna and Lauren to bring to life their vision of giving everyone’s skin some time off — through naming, identity, packaging, digital marketing and e-commerce. This, together with their savvy social media know how, has led to the creation of a best-selling beauty brand built for today’s consumer.

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CASE worked closely with Marianna and Lauren to find a name that embodied their brand and would be truly social-first. “Summer Fridays is a lifestyle. It’s a feeling. It’s all about taking care of yourself.” — Marianna Hewitt

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CASE created a clean, minimal logo and mark that pop in photos. The packaging is simple with a unique palette that plays well in any insta “shelfie”.

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“Whenever I was photographing beauty products, I would get a mask in a jar, and it would roll around everywhere. You want it to be effective, but you also want it to be shareable.
I wanted it photogenic.”

Marianna Hewitt

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CASE has continued to support Summer Fridays with their highly-anticipated product launches by concepting playful and purposeful campaigns.


In less than two weeks, the Jet Lag Mask became the best-selling skin-care product on Sephora.com — and across all channels, a tube was sold every two minutes in 2019. Press and editors swooned over the branding and packaging, as well as the product. Now, with three more masks, serum, cleanser, lip balm and more, the brand is regarded as an indie-beauty benchmark and was named one of Beauty’s Most Powerful Brands in 2020. Give your skin some time off at summerfridays.com and sephora.com.