Lilith Cosmetics
Brand Identity - 2022
I created the brand identity for a made-up brand, Lilith Cosmetics, a young and energetic make-up brand that encourages people to express all aspects of themselves – the bold, the soft, and everything in between. This was a passion project.
Understanding the brand
Before creating the brand identity, I needed to know more about the brand: what they do, how they do it, and why. This helped me better understand the brand's goals, products, personality, and the emotions it evokes. After gathering all the details, I determined that the target audience would be women aged 17 to 22 who are in a transitional phase and discovering themselves. They are either finishing high school or have recently started higher education and are still figuring out who they are. They express themselves through makeup, clothing, and other creative activities like art or photography.
Design Process
Moodboard
To guide me when creating all the visual elements, I created a moodboard with images that conveyed the energy and personality of the brand and the target audience.
Images:
1. Iconic London, 2. Maryam Nassir Zadeh, NYFW S/S 2019, 3. Morphe x Maddie Ziegler, 4. @manjarylevins, 5. Maybelline New York, 6. basedSKIN, 7. Victoria Villasana, 8. Talormade by Bielke&Yang, 9. Andreea Robescu, 10. Andrea Robescu, 11. The Ordinary, 12. Sam Hojati, 13. Crème Rescue Skincare, 14. Zikeyah by Alicia Ste.
Personality, colours and typography
I wrote down adjectives that suited the brand's personality and chose a color palette and fonts that I associated with them.
Name, logo and graphic elements
I named the brand Lilith after the mythological character who was Adam's first wife and was banished from the Garden of Eden for not obeying him. She unfairly became a demonic figure for centuries but became a feminist symbol in modern times, representing rebellion, liberation, and equality. For this brand, Lilith means expressing oneself freely and living by one's own standards.
The logo consists of a wavy L, which expresses the transformation and self-discovery that occurs during the target audience's age. The tagline "unapologetically you" expresses the brand purpose of encouraging people to confidently express themselves through makeup.
To express creativity, freedom, and dynamism, I created doodles that can be used on images and videos.
Results
Photos by: Iconic London, Emma K Photo & Tatsiana Zavadska