e.l.f. Cosmetics Design Identity

    e.l.f. Cosmetics is an affordable makeup brand that strives to empower women without breaking the bank. They create quality products to sell at low prices, but their identity seems to be lacking in flair. Although the user interface of their website is made well, their print is problematic. Displays, advertisements, and packaging are my bigger focus for this brand. I have chosen two options for color palettes, only one of which will make it to the final redesign. The logo was altered and kept simple for ease of readability and to avoid a too drastic change. I created two patterns and chose a texture that would be fitting for the brand if paired with the palette on the right. I also created a temporary ad for a magazine that could be beneficial for the company, as they lack the use of print advertising. The website has not been altered except for the replacing of the logo at the top.
While working on this brand, I wish to hit all of the core values and design principles.

Core Values:
Budget Conscious
Empowering
Cruelty-Free
Trustworthy

Design Principles:
Affordable
Reusable
Simple
Friendly