• African Music Week
    September 26, 2017
    Ethan Breakaway
    Ethan Breakaway
    September 26, 2017
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    Be Bare Faced

    Cosmetics branding


    Be Bare Faced approached Jelingu with the worry that their existing brand did not represent their values and that the company’s visual identity needed strengthening within the cosmetics market. They needed a brand — from luxury organic packaging to nature-inspired logo design — that suggested a cheery, earthy and, most importantly, an honest tone.

    Jelingu’s process

    Before we could work on redesigning the current cosmetic brand packaging, we had to first deconstruct the brand itself to establish key intangibles of what really made them unique...

    The brand's name — Be Bare Faced — plays on the notion of clean and clear skin with the animal; The Bear. We felt the Bear was an essential element of the brand and did specialised market research into the powerful mammal to see how it could be repurposed for cosmetic, organic branding.

    We had to ask ourselves some key questions….

    What type of bear?
    What emotions do people get with different bears?
    How can we design a bear that represents the brand values of BeBareFaced?
    How can we choose the right colour palette to create a warm contemporary brand?

    After countless bear designs, illustrations and primary research from people on the streets — avidly asking questions like: "What’s your favourite bear and why??! "
    The results were that every bear-based answer contained an emotional reasoning, which was key in understanding the mood we had to develop and emphasise for the brand……

    - Happiness
    - Self –Love
    - Gentleness

    Once we attained the perfect adorable BeBareFaced Bear, creating a better consumer-friendly packaging layout came naturally to us; using a palette of softer brand colours, we represented the naturalistic and honest elements of the brand — mother nature meets luxury packaging design.

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    Cosmetics branding
    Packaging design
    Cosmetics packaging design


    The Be Bare Faced brand’scosmetics packaging design is everything that it should be:clean, fresh, and most of all, loveable! We incorporated a soft colour palette and used a curvilinear font to create a happy feeling. To keep the packaging design simple but unique and organic-feeling we fused empty space with carefully positioned text. At the end of our design process two things were clear: we had created a brand consumers could love and this marked the rebirth of the ‘Bear’ faced brand.

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