Elf Cosmetics

Branding, Art Direction, Packaging, Advertising

Elf Cosmetics is a brand that prides itself of being innovative and an affordable product. With it’s ever increasing popularity, I felt that it would use a small refresh in their brand identity. I created a new capsule logo with a minimal earth-tone color palette, to give the sense of “quiet luxury”. I looked to brands like Glossier, Summer Fridays, KKW Beauty and other brands who found success through minimal/luxe branding. While Elf is a brand you can buy in your local drug store I wanted to give the sense that you are buying into a luxury make up brand that wouldn’t hurt your wallet.

The Logo

Elf previously did not have a logo that was reflective of the impact that this brand has had. I've elevated the logo to showcase a more modern and engaging logo. I chose a metallic logo for packaging to give a sense of dimensionality, while social and web has a flat design. 

Packaging

Elf previously did not have a logo that was reflective of the impact that this brand has had. I've elevated the logo to showcase a more modern and engaging logo. I chose a metallic logo for packaging to give a sense of dimensionality, while social and web has a flat design. 

Advertising

Elf previously did not have a logo that was reflective of the impact that this brand has had. I've elevated the logo to showcase a more modern and engaging logo. I chose a metallic logo for packaging to give a sense of dimensionality, while social and web has a flat design.