Saint Urbain Illuminates a Taboo: The Bold Branding of Beam

Brooklyn, NY – October 6, 2025 — Creative agency Saint Urbain has unveiled a vibrant new identity for Beam, a personal care brand on a mission to de-stigmatize butt wellness and transform a once-taboo topic into a source of pride and self-care.

Originally known as Project Moon, Beam was founded with a daring purpose: to address one of the most common yet overlooked aspects of personal health and hygiene. With nearly 70% of people experiencing butt-related concerns—ranging from cosmetic to medical—the brand emerged to bring light, honesty, and empathy to a subject often left in the dark.

“Beam is about replacing shame with pride,” explains Alex Ostroff, Founder of Saint Urbain. “We wanted to build a brand that felt fresh, joyful, and totally unembarrassed. Everyone has a butt—and most people have issues with it. So why not talk about it?”

To capture this message, Saint Urbain crafted a brand identity that radiates positivity and wellness. The name Beam evokes both illumination and confidence, symbolizing light, warmth, and the emotional uplift that comes with self-acceptance. The visual system combines sparkles and glow effects with a soft green-and-cream color palette, punctuated by playful accents and a rounded, approachable typeface. The result is a brand that feels as much about skincare and self-care as it is about self-love.

“From the start, this brand was meant to be proudly displayed, not hidden in a drawer,” adds Ostroff.

Celina Garufi, now based in Barcelona, brings to her work a unique blend of architectural structure, vibrant color palettes, and a deep appreciation for artisanal methods. Her background in architecture infuses her projects with clarity and intention, while her love of photography adds a personal layer to her visual storytelling.