STUDIO NiCE Ltd
ROLE branding, packaging design
Being the lead design agency for Covergirl Cosmetics, we visualized concepts from strategy and gave packaging life on shelf.
Our flexible brand system stems from the world of pop art and consisted of
circle play and vibrant colors.
COVERGIRL rocks pop art, and their graphics always need to remain crisp, bold, and full of color.
Their classic LashBlast line of mascaras needed a refresh - we created a cohesive system injecting tons of personality into each of the various benefits they have.
READY SET GORGEOUS
COVERGIRL a great entry way brand for young girls to discover makeup for the first time. There was a lack in COVERGIRL's face portfolio that targets this specific young teen. Ideally these face products also have a complexion + oil free benefit.
For this new age group, we explored numerous fun color palettes and typography styles that felt approachable to her, while still being a trustable foundation.
COVERGIRL Queen offers great products for women of color, but lack the shelf appeal consumers love. We needed a completely new look for the new modern "queen" featuring Janelle Monae.
With the word "fierce" in mind, we broke all the rules the COVERGIRL brand has. We developed a completely new life for CG Queen including a new logo, brand colors, typography system and photography expression.