Refreshing FAVES BEAUTY with a more mature tone, from packaging to campaign art direction
FAVES BEAUTY is a Japan-based personal color cosmetics brand. Initially launched as a D2C business with a youthful and DIY-like identity, the brand approached us to elevate its visual direction and better connect with a wider audience. Our challenge was to build upon their existing pink brand color while appealing to a more grown-up demographic discovering their own best shades through personal color.
We led the brand refresh across all major touchpoints: product packaging, photography, campaign visuals, and art direction. The relaunch was centered around the concept "My Glowing Color" – a celebration of finding the shade that brings out your inner glow. We softened and matured the brand's signature pink, introduced frosted textures and minimal graphic layouts, and art-directed product and model photography to evoke elegance, clarity, and warmth.
The new direction successfully repositioned FAVES BEAUTY as a more sophisticated, personal color-focused beauty brand. The launch campaign expanded brand awareness and engagement, helping FAVES reconnect with existing users while resonating with a broader segment of beauty-conscious consumers.