makeup naming + branding
create an inspiring, simple & clear brand name, identity and packaging that articulates the millennial's need for natural makeup. all while elevating the importance of their beauty products & specifically what they're putting on their skin.
we presented 5 names with mood boards to help communicate what the names meant to us.
naming & mood board
the word "lovely" gets a spelling makeover to take it to a whole new, skin-loving, natural-beauty-enhancing state of being. millennials want lovely, bright, natural-looking skin so we created a mood board that reflected this with various colors, textures and a name that literally smiles back at you.
we use a mixture of blacks, golds & blue metallics to help the product stand out as a loud brand against the competitors. we also use the smile pattern to bring life to the products & to introduce texture to the pressed powders & eyeshadows.
Agency - Olson
Creative Director/Writer - Darcy Clemenson
Designer - Brooke Ekelund