ÉLEGAN
Élegan is a conceptual skincare brand that constructed a customizable experience for its customers with skincare surveys that specifically cater to their skincare needs. Élegan prides itself on being a brand that celebrates science, natural beauty, and natural aging techniques instead of using medical procedures.
GOALS
The co-founders, Stacy and Ella are both intimately familiar with the struggles of skin health, both having dealt with eczema and dry skin their whole lives. They do not want the focus of the brand to be on the conditions themselves, but rather on the freedom and relief their customers will feel when using their custom formulas. The company is all about aiding in effortless and worry-free skincare routines. The founders want to stress an air of lightness and confidence with the brand identity.
They want to steer away from anything too clinical, scientific, or medical feeling; instead focus on the quality of ingredients, the clean nature of the product line, and the flexibility of the formulas.
They want to steer away from anything too clinical, scientific, or medical feeling; instead focus on the quality of ingredients, the clean nature of the product line, and the flexibility of the formulas.
TARGET DEMOGRAPHIC
•Ages 25-65
•All-gender, not exclusively women or feminine-presenting
•Decent income with the ability to buy higher-end skincare products
•Interested in natural beauty and natural aging backed by science
•May be skeptical or seeking to avoid invasive procedures for skincare and beauty like micro-needling, chemical peels, Botox, and filler
•Has tried lots of products in search of the right fit and may still be struggling
•All-gender, not exclusively women or feminine-presenting
•Decent income with the ability to buy higher-end skincare products
•Interested in natural beauty and natural aging backed by science
•May be skeptical or seeking to avoid invasive procedures for skincare and beauty like micro-needling, chemical peels, Botox, and filler
•Has tried lots of products in search of the right fit and may still be struggling
ROLES
Logo Design
Packaging Design
Social Media Design
UI Design
Website Design
LOGO DESIGN
When designing the logo for Élegan, I wanted to capture an elegant feeling, as Élegan is the combination of the words, Élan and Elegant. When doing my research and experimenting with different typefaces, I found this one font that I felt captured that feeling while also having a more natural feel which showcases the brand's focus on natural beauty and natural aging techniques respectively.
This font captured both of those details with some minor adjustments to some of the letters to showcase subtle silhouettes of the shape of a leaf throughout the entire logo. Once these adjustments were made, the logo felt more unique and specific to Élegan.
COLOR PALETTE AND FONT PAIRING
For the color palette, I went with an array of colors that resembled both the feelings of elegance and the feelings of nature and combined them together to create a cohesive skincare brand. Another reason for my choices regarding the color palette comes from wanting the brand to have a more unisex feeling, and by picking earthy colors, I felt the products don't resemble themselves as strictly just masculine or feminine and can appeal to everyone that is looking for a unique skincare brand experience that stands out.
When choosing the font for the Headline, Secondary headline, and body copy, I went with Poppins as the font complimented the logo very nicely and the font itself is a very legible font which is important especially when it comes to any kind of marketing and advertisement, such as product and digital advertising.
PACKAGING DESIGN
When designing the packaging for Élegan, I wanted to highlight the key elements within the target audience. The main points are the naturalistic affect, and the unisex feeling of the brand, with this in mind, I want to make sure to produce a more higher-end luxurious product feel.
My solution was to come up with iconic logomarks and place them on all of the packaging, throughout the products designed, I came up with three different logomarks, each being an "É" with a symbol replacing the accent to feel more in-tune with the product, for example the dewy face cream having the "É" accent be replaced by a dew droplet falling off a leaf, while also color coordinating them with the appropriate brand color palette that I created to ensure a natural and youthful feeling of the products.
DIGITAL DESIGN (Social Media, Website, UI)
Once the packaging design was complete, it was time to move on to the digital design and the advertising and marketing of the products. I created an Instagram carousel, and a website design for desktop, mobile, and tablet devices. The slogan I came up with was the three words that describe the word Élan whilst looking up the definition. These three words are style, energy, and enthusiasm. With Élegan itself being a mixture of both of the words, Élan and Elegant, it was important that I highlight those two specific words throughout the advertisement material and provide the viewer, quite literally, an Élan experience.
