2018
Branding, Packaging, Retail, UI/UX

COLOURPOP

A Cosmetic Rebranding Project

Colourpop was one of the first online-only indie brands that became successful due to their wide variety of colors and unique eyeshadow formula. However, Colourpop had many controversies due to its lack of branding and generic packaging. In 2018, it was announced that Colourpop was coming to retail stores through Sephora. Colourpop was definitely a cult-favorite, but it was often forgotten among all the other brands in the over-saturated market of cosmetics. Through my research, it was necessary for Colourpop Cosmetics to elevate from a budget friendly cosmetic brand to becoming a remembered brand with a cohesive identity system along with an iconic packaging system to surpass their competitors.

The objective for me was to create the brand identity, form refinement, and additional technological features that I believe would be welcomed. Colourpop started off strong because of its unique and bold colors. This new brand identity celebrates the make up enthusiasts who aren't afraid of using bold colors, and the ones who use make up as a way to express oneself. The clean black and white color palette accompanied with pops of color is used to push users to be inspired to make their own kind of art. The new packaging is designed to be smart and functional, while the new identity takes a fresh approach to cosmetics where make up is seen as an art form and encourages it as a gateway to express oneself boldly.