TOO FACED

cosmetic branding

type

Individual project

duration

February–May 2024

overview

This rebranding project of the American cosmetic brand, Too Faced, aims to reimagine the brand's identity and product design by infusing it with a whimsical character while preserving its reputation for quality products.

BRAND ANALYSIS

CURRENT BRAND

Too Faced is an American cosmetic brand founded in 1998 by Jerrod Blandino and Jeremy Johnson, known for groundbreaking products and fun naming convention.

OPPORTUNITIES

In-depth research of the brand’s current standing, history, and its competitors led to three main opportunities to tackle in this rebranding project.

“We believe makeup is power, giving women the freedom to express themselves and the confidence to take on the world”

01
Growing Up With the Brand

Bringing back the old customers who loved our brand before, but feels like they have outgrown it.

02
Quality Investment

Make the packaging resonate with the quality of the product that becomes a worthy quality investment.

03
Lively Yet Luxurious

Be sophisticated and chic, but do not lose the fun. Too Faced stands out because of this twist.

BRAND REFRESH

DARING SOPHISTICATION

Core Purpose

We enable bold self-expression through makeup, inspiring confidence and creativity in every brushstroke.

Difference

We defy conventional notions of sophistication by infusing luxury with a bold edge. We rebel against the status quo, rewriting the rules of beauty.

Value Proposition

Our innovative formula offers unrivaled quality and performance, empowering you to embrace your individuality boldly.

Fearless

Not afraid to take actions different from other luxurious competitors.

Chic

Makes you stand out effortlessly.

Exquisite

Ensuring that every purchase delivers unmatched value and quality.

LOGO

Our monogram symbol is a geometric representation blending the letters T and F.
Drawing inspiration from the slab serif type style, this monogram encapsulates both elegance and daring.

Primary Usage

Secondary Usage

COLOR & TYPOGRAPHY

Body

Heading

Sub Heading

PRODUCT REFRESH

Primary Package Redesign

Product’s containers are all redesigned to match the new brand identity.

Geometric form of the logo is utilized as part of the design element on a new chrome container that reflects chic identity.

Born This Way

Foundation

Better Than Sex

Mascara

Lip Injection Extreme

Plumper

Lady Bold Cream

Lip Stick

PACKAGE REFRESH

Secondary Package Redesign

For any vertically-oriented products, packaging should adhere to this layout guideline.

This guide uses the geometric logo as the foundation for measurements, with all margins determined accordingly.