The Project
Leal, a modernly evolving and sustainable cosmetic company, is determined to become a leading player in the beauty industry. Following a high-touch approach, Leal - meaning loyal and honest - concentrates on integrity and empathy to establish strong and lasting bonds with their customers. With all of their products being produced sustainably, cruelty-free and at the highest quality, the company adds further value by offering free expert advice alongside personalized services. Moreover, Leal has put a lot of thoughts and efforts in the production as it became vital to them to offer products for all types and colors of skin. This way, Leal is able to provide a total experience to all of their consumers setting their prestige brand apart right from the beginning.
The objective of this project was to create a considerate and beautiful visual identity that would speak directly to their desired target audience. In the role of the Brand Designer, I conducted market research to identify relevant competitors, defined buying personas, created and implemented the concept of the brand identity. Furthermore, I also designed the packaging and stationery design as well as a short promo video for Leal.
Duration: 3 weeks
Tools: Illustrator, Photoshop & After Effects
Deliverables: Visual Identity, Video Clip, Packaging & Stationery Design
Coming to the logos, we worked with serif typefaces to communicate professionalism and sophistication. Besides, it helps readers to distinguish the letters more easily. To also highlight the fact that Leal caters to all types and colors of skin, a very earthy color palette has been chosen. The final outcome is very feminine and minimal with a touch of classiness.
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