With products available in over fifteen countries at an affordable price point, Elf Cosmetics is one of the most readily accessible cosmetic brands on the market.
Despite having a devoted consumer base, primarily young women in their mid-teens to early twenties, Elf’s current branding feels corporate and devoid of flair. Its muted color palette and generic typography lack the playful vibrancy, cohesiveness, and distinct personality needed to stand out 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.
As a conceptual student project, the brief was originally to redesign a popular brand logo in need of a refresh. As the project progressed, social posts, brand guidelines, and packaging were created as part of a holistic rebrand.
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 moodboard 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 was 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 removing the tagline and selecting a bolder typeface both in weight and personality.
