1 MARKETING STRATEGY2 STYLE GUIDE3 Logo4 FLAT PACKAGING7 product photography10 print ad

PRODUCT NAME NYX Cosmetics

TARGET AUDIENCE Women, age 18 to 40

HISTORY NYX Cosmetics was developed in LA in 1999 by a young woman named Toni K. Toni has been involved in cosmetics since she was a teenager and has always desired to create a cosmetics that provided quality products at affordable prices. They are known for their high quality at a low price. This quality has made them one of the fastest growing cosmetic companies in the United States.

NYX has a strong reputation in the beauty industry and their audience stands firmly behind them. However, their packaging lacks the power and sophistication that their brand represents. To resolve this, we will rebrand three of their largest products: lipstick, mascara, and foundation. This rebrand be clean and professional, but more mature than the current design. As we advertise this product to look like a more high end product, the packaging will finally match the extraordinary quality of the product. The goal is to attract those women who have always overlooked NYX Cosmetics because it looks too juvenile or because they believed the low price indicated an item of poor or lesser quality. As we appeal to this audience, we will broaden our scope and strengthen our current customers belief in the companys product.

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COLORS

FONTS

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TITLES + HEADINGS: LEAGUE GOTHICLeague Gothic is a modern sans serif font. it was chosen to appeal

to strong, current, and beautiful women. Its tall, condensed look is

bold and fashionable. For NYX, league Gothic regular is the only

weight/style used, and it is always in all caps.

subheadings: Uni Sans ThinUni sans thin is a contemporary and refined sans serif font that is

used because it represents simplicity and beauty. Due to the nature

of the font, it is only available in all caps. This font will be used when

body copy is two sentences or less.

Body Copy: Proxima Nova LightSeeing as all caps is not always pleasant or easy to read, Proxima

Nova Light will be used for all body copy. NYX strives to keep their

media short and simple, but in cases where multiple lines of text are

required, Proxima Nova Light will be used to ease our consumers.

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The NYX logo could also be used on its own

without the word cosmetics. This is seen

on the product packaging. For other printed

media, we prefer to use the full logo design.

ING

REDI

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net wt. .16 oz./4.5 ML

M att e li p s ti c k001 | p e a ch y

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The flat packaging was designed with youth and simplicity in mind to reflect our

audience. The new bright white boxes that each product will be placed in make the

product look and feel more expensive and high end. This will increase production

costs, but each piece will move more product, increasing profits overall.

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s t udio f oun d ation001 | s n o w whit e

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The logo featured on the box looks messy enough to be created by

makeup, but the clean and thin sans serif font it is paired with gives the

box a look that is modern overall.

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REDI

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/-):

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(CI 7

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).

NET WT. .32 FL. OZ. (9 ML)

LEN G THENING M A SCA R A001 | b l a c k b e a ut y

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The redesign includes a new slogan, Beauty You

Can Afford. We believe every woman should be

able to enhance and tap into their natural beauty.

We believe this slogan will encourage this type

of thinking, and that customers will associate this

positive message with NYX.

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BEFORE AFTER

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The print ad was designed to be placed in a magazine such as

Cosmopolitan, People, or Seventeen. This will appeal to a largely younger

audience, but still be seen by women in an older age bracket. The

simplicity should stand out amongst the colorful ads that are usually found

in these magazines. Our call to action is the tag at the bottom revealing

that NYX is now sold in Target stores; a store widely shopped at by our

target audience. The tag line was added to reinforce that our products are

affordable, yet are still able to give you beautiful results.

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