Rebranding
Cover FX was looking to rebrand themselves from been a “glam beauty” brand to an “enhanced beauty” brand. We thought they could achieve this transition with a new logo, image direction, and website. Regarding their logo, we thought the best thing to do was simplify their existing logo, although they couldn’t proceed with the new logo due to packaging budgets and overstock.
For Cover FX’s new imagery we went in 2 different directions for their 2 main collections. Their effects and enhancement drops collection shots were styled as “classic glam” while their foundation collection encapsulated their wide shade range and the new slogan we made created, “Nude is not Beige”.
The root of Cover FX has always been their foundation collection but for a brand focused on diversity in coverage, their old website was very focused on glam and shimmer. We decided to use their foundation roots as a baseline not only for their image direction but also their new website and use the glitter and glam collections for what they are, additive enhancements.
Before
After
Brand Book
When we completed the rebranding of Cover FX, we provided them with a stylized, printed brand book with not only all the new , logo, colors and image direction but also showing them how to present their brand statements, slogans and philosophy.
