Beauty Brand

Winner, GDUSA 2019 American Graphic Design Award. Finalist, AGDA Student Design Awards 2019. Featured in Shillington’s 2020 Student Showcase.

About

REVEAL BEAUTY: brand identity, packaging and rollout to promote new gender-free beauty products and subscription box. Student work.

Brief description

Create a brand identity for a new line of beauty products and subscription box aimed at the gender non-confirming community. Differentiators include a full range of makeup for everyone, regardless of gender identity or expression, and an experience that allows customers to avoid the anxiety of shopping at a beauty counter with personalized home delivery. The brand provides new ways for customers to explore & express themselves, without judgement.

Solution

The brand identity, packaging and rollout are focused on a demographic starting to express themselves fully for the first time. The concept of “Reveal” is a play on words: while reveal may typically imply removing something in order to display or make known, it’s the addition, or putting on, of these makeup products that allows the individual to reveal their true identity. The campaign encompasses both welcoming and empowering visuals and rhetoric; bold colors and tone of voice combined with a friendly but unique face graphic (neither male nor female) convey that this is a progressive, experiential brand.