Rebrand & Market Positioning
Brand Research | Market Strategy | Visual Identity | Logo Redesign | Posters & Billboard | Packaging | In-store Display | Social Media | Cosmetic Bags
Overview
Urban Decay is a makeup brand known for its bold pigments and edgy, rebellious roots. However, its current grungy identity and packaging feel outdated and overly tailored to millennials, creating a disconnect with younger, socially engaged audiences. With a rebrand focused on modernizing its visual identity and amplifying its social media presence to be more cohesive, Urban Decay has the potential to become a dependable, fearless, and authentic brand that resonates with today’s generation. By shifting away from the overdone “edgy” persona and leaning into creativity, confidence, and bold self-expression, Urban Decay can reclaim its status as a trendsetter in the beauty space.
Research
Company background: known for its bold aesthetic and offers high-performance cosmetics that are both innovative and ethical.
Current Branding: their positioning is edgy and leans too heavily on nostalgia with outdated packaging and a weak social media presence that struggles to resonate with a younger audience.
Competition: Tarte, MAC, Too Faced, Benefit, Anastasia
Positioning: Where they are currently doing well: Having a distinct voice in the beauty industry for self-expression, iconic products that stand out in a sea of soft-glam competitors
New direction: Improve social media to appeal to younger audience, leverage creativity and confidence, revamp packaging and visuals to be more cohesive.
Authentic, fearless, modern, dependable
Ideation
I began to sketch over 30 possible logo ideas for this rebrand. Some iterations included graphic elements, connected letters, vertical and horizontal versions, and different typefaces.
Brand guidelines
Execution
Below are various examples of how this new brand strategy could be applied. This includes packaging, signage, social media, displays, and cosmetic bags.
