Amsterdam-based graphic designer and art director Marta Veludo partnered up with Another Studio in the production of a whimsical brand identity that is geared toward marketing makeup to Generation Z. The project was commissioned by Russian cosmetic retailer L'Etoile. Entitled 'Soda,' the creatives worked on a visual identity through marketing materials and packaging design, as well as content production and social media strategy.
The result is an absolutely whimsical brand identity that speaks to Generation Z through "creativity [and] self-expression." The graphics communicate a bouncy and care-free attitude that visually engages the potential consumer. Informed by Gen Z values, Marta Veludo and Another Studio attempt to leave Soda's whimsical brand identity with an open colorful mindset and without ties to gender.
Gen Z-Targeting Makeup Brands
Marta Veludo & Another Studio Produce a Whimsical Brand Identity
Trend Themes
1. Whimsical Brand Identity - The production of a whimsical brand identity is a disruptive innovation opportunity for brand identity firms.
2. Gen Z Marketing - Marketing to Generation Z through visual engagement, creativity and self-expression presents an opportunity for digital marketing firms.
3. Genderless Marketing - Creating genderless marketing strategies and brand identities presents an opportunity for marketing firms to appeal to diverse audiences.
Industry Implications
1. Brand Identity Firms - Producing whimsical brand identities is an opportunity for brand identity firms to stand out in the crowded market.
2. Digital Marketing Firms - Developing marketing strategies that resonate with Generation Z through visual engagement and creativity presents an opportunity for digital marketing firms.
3. Marketing Agencies - Creating genderless marketing strategies that resonate with diverse audiences is a disruptive innovation opportunity for marketing agencies.