OVERVIEW

Elf Cosmetics is one of the most readily accessible cosmetic brands on the market. It is both affordable and available in almost every major drugstore across over fifteen countries. It has a devoted consumer base made up of primarily women in their mid teens to early twenties. However, the current branding lacks the playfulness and youth and of it's main audience and often fails to differentiate itself on the shelves compared to direct competitors such as NYX and Maybelline.

After an extensive audit of the brand and its competitors, a makeover was proposed. The challenge was to liven up the typography, color palette and imagery to reflect the company's audience while still maintaining brand equity.