Disclaimer: This project was a university rebrand project and not in partnership or collaboration with E.L.F. Cosmetics.
Design Statement
My goal for this project was to embrace a modern approach to branding and create symbols which further illustrate the values of E.L.F. as a company. My purpose in doing this was to appeal to the diversity within E.L.F.’s customer market and create assets which have versatile useability.
Creating Value
During my design research I realized that E.L.F strives to allow their customers affordable access to high quality beauty and skincare products for every person. Their abbreviated logo celebrates the holistic nature of this brand by synthesizing this idea. To further communicate E.L.F.’s mission to embrace diversity I created gender neutral symbols and pursued a color palette with bright colors that are often used by skincare brands. My palette pursues communicating an optimistically playful and vibrant embodiment of modern society.
Foundation Packaging Redesign
