Pointe
Where dance meets simplicity.
POINTE transforms hair care for dancers and enthusiasts, delivering high-performance solutions that embody the elegance and grace of the dance world. With their signature product, The Ballet Balm, Pointe redefines effortless styling, offering a smooth, nourished, and polished finish without crunch, grease, or stickiness. Infused with the subtle scent of vanilla, The Ballet Balm ensures your style takes centre stage, while you focus on dancing like nobody's watching.
Crafted with love and enriched by ingredients like coconut oil, shea butter, apricot kernel oil, and beeswax, The Ballet Balm simplifies your routine while caring for your hair. Pointe’s commitment to innovation and inclusivity drives every creation, ensuring every product not only delivers exceptional results but celebrates the artistry of dance and the humanity of those who practice it.
Scope
Brand Strategy
Brand Identity
Packaging
Social Media
Website
Collaborators
Videography: Max Ravier
Photography: Sunstone Studio
Hair & Makeup: Carolina Rojas
Models: Real Dancers
Who is Pointe
At its core, Pointe exists to simplify hair routines and empower dancers with hair care that embodies elegance, confidence, and individuality. It’s more than just a brand; it’s a celebration of artistry and community, inspiring a collective of dancers and enthusiasts who embrace inclusivity and strive for positive change.
Pointe is committed to creating a community that celebrates every form of self-expression and fosters an inclusive, empowering space for dancers to connect, grow, and thrive. With sustainability woven into its values, Pointe honours the planet as much as it does the artistry of dance.
Our Approach
The challenge: to craft a brand that aligns exceptional functionality with the beauty and grace of the dance world. Pointe needed a design language and messaging framework that captured the refinement of ballet while speaking directly to the practical needs of dancers everywhere.
We anchored the brand in its values of simplicity, inclusivity, and artistry, creating a visual identity that mirrors movement and poise. Elegant typography, refined pink tones, and modern minimalist design come together to embody Pointe’s dedication to style and performance. Packaging emphasises practicality while exuding sophistication, creating a seamless blend of beauty and function.
The messaging was designed to inspire confidence, highlighting Pointe’s ability to simplify routines while empowering dancers to focus on their artistry. Every element reflects a commitment to fostering a community rooted in creativity and inclusivity
The Brand in the Making
From the timeless elegance of the logo to the sensory experience of vanilla-scented Ballet Balm, every aspect of Pointe’s identity reflects its thoughtful approach to innovation and community. The packaging design combines ease of use with a polished aesthetic, while imagery captures the raw beauty of dancers in motion, celebrating strength, grace, and individuality.
The brand’s palette of soft pinks and neutrals creates a calming yet empowering vibe, perfectly aligned with Pointe’s ethos. Together, these elements form a cohesive, timeless identity that feels as effortless as it is memorable.
The End Result
Pointe launched as a brand that resonates deeply with dancers, enthusiasts, and creatives alike. More than just a hair care line, it’s a lifestyle that champions individuality, fosters connection, and inspires confidence. Collaborating with the Pointe team has been an inspiring journey, and we’re thrilled to see this brand take its well-deserved place in the spotlight.
Pointe isn’t just about hair—it’s about celebrating the art of self-expression, embracing inclusivity, and empowering a community to shine with grace and gratitude.
