This rebranding project for Covergirl aimed to breathe new life into the iconic beauty brand by introducing a more youthful, playful visual identity—without losing the sophistication and legacy it’s known for. The original brand aesthetic, rooted in bold purples and blacks, was refreshed with a palette inspired by nature—featuring soft light blues, fresh greens, and subtle floral accents. These new colors not only evoke a sense of natural beauty and approachability, but also help modernize the brand for a younger, more diverse audience. The addition of graphic floral elements reinforces themes of growth, self-expression, and individuality, aligning with today’s beauty values. 

    To balance this playful shift, I introduced a refined serif logotype that maintains a sense of elegance and seriousness. The typography adds a timeless quality to the identity, ensuring that the rebrand still appeals to loyal customers while welcoming a new generation.To activate the rebrand and create buzz, I conceptualized a Covergirl Pop-Up Experience—an immersive event where visitors can explore the new collection, test products in person, and engage with the brand in an interactive setting.