Purely Cosmetics Brand Identity
Branding, packaging.
Purely is a self-conceptualised cosmetic company, making purely natural products. The brand is confident while being down to earth, Purely targets Gen Z but they don't want to come across too preachy in their branding.
The branding needs to fit in with competitors but elevated with their own vibrant colour palette and motifs.
When looking at other branding strategies from other cosmetic companies I found that a lot of them use gradients, grids and bold colours. So I made sure to adapt the branding to the current market while staying original.
On It's packaging Purely has a flower motif, I wanted to add more connotations to the brand's natural products while being subtle.
I chose purple and orange for the primary colour scheme because of the contrast and to steer away from gendered products.
When coming up with marketing materials for the brand I wanted them to show the bold, trendy personality of Purely without being too much. I decided to go with some short one-liners accompanied by the product & brand tagline.
Purely is not a luxury cosmetics brand so when choosing stock imagery to use for the brand I decided on using close ups which makes the brand feel authentic as close up photos are almost candid. I did not want to pick any flashy imagery with bold makeup looks to reflect that the brand is for everyone.