Leal, a modernly evolving and sustainable cosmetic company, is determined to become a leading player in the beauty industry. Following a high-touch approach, Leal - meaning loyal and honest - concentrates on integrity and empathy to establish strong and lasting bonds with their customers. With all of their products being produced sustainably, cruelty-free and at the highest quality, the company adds further value by offering free expert advice alongside personalized services. Moreover, Leal has put a lot of thoughts and efforts in the production as it became vital to them to offer products for all types and colors of skin. This way, Leal is able to provide a total experience to all of their consumers setting their prestige brand apart right from the beginning.
The objective of this project was to create a considerate and beautiful visual identity that would speak directly to Leal's target audience. In the role of the Brand Designer, I conducted market research to identify relevant competitors, defined the main personas, created and implemented the concept of the brand identity. Furthermore, I also designed the packaging and stationery design as well as a short promo video for Leal.
Besides studying industry competitors such as LOREAL, Bobby Brown and Co., I also contacted users that were following beauty related hashtags on social media to have a casual conversation with them. After I asked standard sociodemographic questions in the beginning, I then focused on questions where I could gain more qualitative insights from. Questions involved: What beauty products do you use on a daily basis? What are your top brands and why do you buy from them? How much do you spent on beauty products per month? Do you recommend the products you use to family and friends? How do you feel about the value for money? I carefully synthesized the collected data and crafted the two main personas, Suma and Brianne. Leal aims at a feminine target group aged 25 to 35 and with a medium to high income.
Leal is a brand full of elegance and feminism. Accordingly, the concept plays on earthy tones and high-quality imagery to create a sophisticated look and feel. Leal's mission is to unleash a woman's true beauty through fairly produced products that only add on externally to the already existing inner beauty.
Coming to the logos, we worked with serif typefaces to communicate professionalism and sophistication. Besides, it helps readers to distinguish the letters more easily. To also highlight the fact that Leal caters to all types and colors of skin, a very earthy color palette has been chosen. The final outcome is very feminine and minimal with a touch of classiness.
