Photographer: Jamie Heath
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Make up
Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.
A throwback to late-90s internet aesthetic
Drawing inspiration from 90s teen magazine mastheads, the “Y” mark not only feels accurately rebellious but also becomes a changing container (think classic MTV logo) that introduces the idea of mixing up your makeup based on your mood. Hand-in-hand with this idea is a suite of energetic shapes and stickers rolled out across all touchpoints (packaging, product, digital) that reflect the brand’s intention to let you flex your self-expression.
Coupled with a cheeky tone of voice, the blend of verbal and visual identity encapsulates the carefree yet angsty attitude that comes with being a teen. “It’s fun, it’s fluid and exciting with a blast of bold colour and comforting nostalgic quirk that extends an invitation to anyone’s inner-child” says Dari Israelstam, Founder & Creative Director at Universal Favourite.
Working with Uncommon Agency’s Jamie Heath and featuring online icon Lil Ahenkan (aka Flex Mami), Universal Favourite art directed a lifestyle shoot reminiscent of getting ready with friends for a night out as a teen and all the excitement that goes along with it. A curated mess of posters, glitter and glam, the result was a cheeky, colourful collage of images shot on 35mm, VHS and iPhone.