Universal Favourite Crafts Maximalist Identity For New Gen-Z Beauty Brand Youthforia

Universal Favourite Crafts Maximalist Identity For New Gen-Z Beauty Brand Youthforia
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Sydney-based design studio Universal Favourite has launched new branding for US beauty brand Youthforia, whose mission is to make makeup more playful.

To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.

Drawing inspiration from 90s teen magazine mastheads, the “Y” mark not only feels accurately rebellious but also becomes a changing container (think classic MTV logo) that introduces the idea of mixing up your makeup based on your mood. Hand-in-hand with this idea is a suite of energetic shapes and stickers rolled out across all touchpoints (packaging, product, digital) that reflect the brand’s intention to let you flex your self-expression.

Coupled with a cheeky tone of voice, the blend of verbal and visual identity encapsulates the carefree yet angsty attitude that comes with being a teen. 

“It’s fun, it’s fluid and exciting with a blast of bold colour and comforting nostalgic quirk that extends an invitation to anyone’s inner-child,” said Dari Israelstam, Founder & Creative Director at Universal Favourite.

Working with Uncommon Agency’s Jamie Heath and featuring online icon Lil Ahenkan (aka Flex Mami), Universal Favourite directed a lifestyle shoot reminiscent of getting ready with friends for a night out as a teen and all the excitement that goes along with it. A curated mess of posters, glitter and glam, the result was a cheeky, colourful collage of images shot on 35mm, VHS and iPhone. 

Given the Gen Z direction of the brand, nailing the digital experience was key. The website, as well as all social media assets, needed to work together seamlessly and allow for flexibility to showcase a brand that’s constantly moving, evolving and flexing — much like its audience.

“The website is custom-built and gives you all the gradient-dense, Wordart-heavy, emoticon-happy vibrance of the internet explorers of the 90s, without any of the slow-loading clunkiness. The design of the site is still inherently conversion-focused but bucks the tired trends of the online beauty space and brings the playfulness of the brand to the forefront,” added Israelstam.

The brand’s premise of having fun and playing around extends to its packaging. Each item comes in different colours, with different holders to choose from, bringing back the thrill of coveted childhood collectibles.

“The magnetic pans designed into the suite allow users to click, combine, stack and arrange their Youthforia makeup to suit their mood — an idea also reflected in the logo. They can mix and match their product arrangements based on however they’re feeling that day, said Israelstam.

Universal Favourite worked with 3D2D to develop a suite of motion and still 3D assets that would showcase the modularity of the products and that could be used across their website and marketing.

Please login with linkedin to comment

Gen Z universal favourite youthforia

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]