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 primarily of women in their mid-teens to early twenties. However, the current brand lacks a playful vibrancy, cohesiveness, and a sense of place in a saturated market.
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.
Packaging
Social Media
Brand Identity
Vibrant
Youthful
Trendy
Student Project
Spring 2024
ELF Cosmetics' main demographic is teens and young adults, particularly Gen Z. 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.
Serving as the visual compass for this rebrand, the mood board captures the youthful spirit of ELF's audience through bold typography, a bright color palette and imagery with a little extra oomph.
The ELF logo has been given a makeover to express the brand in a new, dynamic way while maintaining brand recognition. The logo now stands out across diverse applications, captures the essence of the revitalized brand, and is more readable at small sizes. This was achieved by By removing "eyes, lips, face" and selecting a bolder typeface both in weight and personality.
