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

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine