Project Summary: For this case study, I designed a makeup brand from scratch. I utilized a brand identity prompt as a guide that I then responded to visually.
Deliverables: brand identity guidelines, Instagram social media templates, packaging design digital mockups.
Brand identity prompt:
• Glowing aesthetic and colorful eyeliner
• Bold, bright, and expressive
• Target audience: 18-29 year olds
• Nostalgic and trendy products
• Eco-conscious and health-conscious
• Tropical vacation color palette
As stated above in the brand identity guidelines, here are the goals and solutions that I came up with:
Goal:
• Target audience: 18-29 year olds who appreciate bold, colorful eyeliner, glowing aesthetic, and nostalgia
Result:
• Bold, capital “LUSH GLOW” letters
• Feminine, lower-case and cursive “cosmetics”
• Nostalgic video-game-esque general use font
• Sample social media images with bold eyeliner and glowing makeup looks
• Mockup with nostalgic “color changing” lipgloss
Goal:
• Glowing, bright, and bold tropical vacation color palette
Result:
• Sandy beiges and sun-kissed oranges
• Glowing peach and red tones, referencing classic blush and lipstick cosmetics
Goal:
• Timeless nostalgia, cosmetic use, variety and versatility implied in logo
Result:
• Red lipstick “kiss” print
• Logo variations featuring different color combinations
Goal:
• Eco-conscious and health-conscious practices
Result:
• Easy to communicate practices and certifications using text-based social media templates
I implemented these brand guidelines in the context of social media template mock-ups and product packaging mock-ups.
For this project, I used InDesign, Photoshop, public domain imagery, and royalty-free Photoshop mockup templates that I altered to my liking.
