Defining the Project: For this project, I was asked to rebrand a company. My dream job would be designing packaging for a makeup or hair company so I knew from the start I wanted to rebrand one or the other. I chose the brand Too Faced because I am so familiar with their brand and I love their products but I wanted to take on the challenge to rebrand them. Rebranding a company comes with a lot of different working parts. I started by creating a new identity for Too Faced and after that, I started to apply that new identity to cover letters, business cards, publications, merchandise, signage, products, vehicles, etc.
Objective: I wanted to create a new identity for Too Faced that felt welcoming and personal to what the company sells and offers. I wanted the brand to be feminine and bold but I also wanted the brand to stand out on packaging as you pass by on the shelf.
Data Points:
Initial Observations: I found that using more organic shapes rather than sharper shapes is better to use when designing for a makeup company. During my research, I found that people gravitated toward the more organic-looking shapes because they felt that the sharp shapes were not a nice thought or feeling when you are also thinking about applying products to your face.
Tools & Techniques: For this project, I used Adobe Illustrator, Adobe Photoshop, and Adobe Indesign.
Reflection: Overall, this is one of my favorite projects I have completed thus far. I had a lot of fun making design decisions that I felt fit the brand Too Faced the best. I spent most of my time at the beginning stage which was establishing a mark for the makeup brand. I wanted something that felt bold, feminine, welcoming, and fitting.
Final Design + iterations