Epic Cosmetics
Introduction to Epic Cosmetics
My branding client, Epic Cosmetics, was founded in 2017. EC was created due to the need of a vegan and cruelty free brand in drugstores. EC boomed right out of the gate due to the lack of competition in makeup industry. Epic Cosmetics was branded to help everyone feel comfortable in every step of their makeup routine. Our vegan and cruelty free products were created for animal lovers and people throughout the world to help you feel beautiful and safe in all parts of your life. Epic Cosmetics target audience is anyone who loves makeup. We are more than likely trying to target teens and women from ages sixteen and up. Epic Cosmetics targets this audience by creating fun and exciting packaging and market how easy and fun it is to apply our makeup.
The brands logo is designed to show off as a fierce and powerful brand but at the same time fun and playful. I used hot pink and black for a classic and girly look, while including the sophisticated cursive lettering. The makeup brushes were picked to really showcase Epic Cosmetics as a makeup brand.
Color Set
Epic Cosmetics logo is bright and simple when it comes to colors. Hot pink symbolizes good health and femininity because our brand is a vegan and cruelty free brand, we wanted to use that color as a focus.
For our second color we decided to do black. Black represents sophistication, elegancy, and power. We wanted our brand to show power due to the many other brands similar to theirs on the market.
Font set
For the font, the brand heading is Lulo Clean to show attention due to the boldness of the font. The heading of each paragraph is Helvetica Medium to break up each paragraph and the information in each text is Helvetica light, this font is to show what information is being given.
Helvetica medium
Helvetica light
Lulo clean
Logo Usage
Epic Cosmetics logo may not be altered or distorted in anyway without the permission from the company. The logo may only be printed in color with the exact color set as listed above. Printing or using the logo while distorting it will not be allowed. Below is an example of what is not allowed.
Sources of inspiration
Glow was a big inspiration for my logo because I originally wanted to incorporate the cursive lettering going into a makeup brush like they have in their logo but during the design process we figured our logo would standout more.
We incorporated the lettering in Boujee Untamed Beauty because we loved the lettering. We changed our logo to have the makeup brushes in the back but kept with the theme of the wording in between the logo.
When we saw Lovely Cosmetics we knew we wanted to add the kiss lips in our logo too! It really brings in the girly factor and a look of fun and feminity
Jeffree Star Cosmetics is one of the biggest cosmetic brand that is vegan and cruelty free so we wanted to see if their logo could be a big source of inspiration. Since they will be one of our biggest competitors, we wanted to make sure our logo was extremely different from theirs and that we would stand out.