e.l.f. Cosmetics Rebrand
Project Overview
With products available in over 15 countries at an accessible price point, e.l.f. Cosmetics is a global beauty staple with a dedicated base of young consumers. To match the energy of its audience, the brand required an elevated visual identity—trading its corporate, muted aesthetic for a playful, vibrant design system that stands out in a crowded market while preserving core brand equity.
BrandDeveloped as a conceptual student assignment, the project originated as a logo refresh following a comprehensive brand and competitive audit. The scope expanded into a holistic rebrand featuring modernized typography, an updated color palette, revamped packaging, dynamic social media assets, and comprehensive brand guidelines.
Case Study