CLIENT COVERGIRL - Proctor & Gamble
STUDIO NiCE Ltd
ROLE branding, packaging design, lettering
+TEAM Carolina Lavin, John Gilmore
COVERGIRL Queen offers great products for women of color, but lack the shelf appeal consumers love about other brands. This became a refresh project for the new modern "queen" and would feature 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 dollop expression.
I created this logo keeping in mind how important 'Queen' needs to be, allowing COVERGIRL to take a back seat. We love the role gold plays here, adding that extra bling to this collection of product and contrasting nicely with the actual shade color.
This collection is still rolling out onto shelves, but flexes well in it's entirety through mascaras, lipsticks, foundations, and shadows.