E.L.F Cosmetics

by Aymeric Futol

The Design Major Project(s) sees the culmination of our design student studies.

This is represented through a major investigative and developmental design project involving research and design application to a broad spectrum of creative disciplines and is conducted through media strategy, planning, production and promotional channels.


ABOUT


I'm a business owner and entrepreneur! I have been running my business since 2009 and over the year mastered different skills as the opportunities came along... Jeweller but also stylist, I made my way into several areas of the fashion & luxury industry. With a certificate in strategic & operational marketing I truly believe in a well build story to rebrand, improve or simply to start a new concept. I still can't believe it's almost the end and that next year I'll be officially a Graphic Design Bachelor graduate.


E.L.F COSMETICS REBRAND

NATURAL CHICNESS

I decided to embrace my passion and job as a makeup artist. So naturally my choice was to rebrand a cosmetic brand and focus mainly on the makeup side of it. The final choice on E.L.F Cosmetics (eyes, face, lips,) came to mind like an obvious choice for these 3 reasons:

  • I do sale the brand in store @faconceptcoutureoutlet

  • The brand graphic aesthetic is very poor

  • And knowing the brand I could give an accurate critic in what to change or improve based on the way we sale them in store and the difficulty encountered with the product's design.

MY INSPIRATION


Picasso to Dali

Then the idea came together quite fluidly with the inspiration of Picasso line art work and Dali's surrealism. The layering was a quite cool metaphor, very artsy and fitting my colourful aesthetic. The all rebranding is based on an instagram campaign using # and striking images at the same time young and mature depending on your perception. Something that was important too was to highlight the importance of diversity in the makeup world either it about men or ethnicities... A mix of soft and bright colours to bring you into my this new world.

MY COLOUR PALETTES

#MELANCOLIC

#SOFT

#SULTRY

#DRAMA

PROCESS

eyes

lips

face

I tried different shapes and colour options to create this artsy vibe and a bit naive drawing style.

FOCUS

I choose to focus on a product that can be use by the both sex and with or without makeup. My challenge was to create something artistic and chic that can stand out on an online store or a physical store.

LOGO

My desire was bring more sass to this logo as makeup is a fun industry and I also wanted to give this old art deco vibe style. It was a complex job to get these line flawy and elegant.

The final idea came when creating the packaging and I like this idea of the foil effect that can be use as a sticker to package or on other mediums

MAIN ASSETS

I was inspired by some E.L.F Cosmetics photos, I added my personal touch by editing them give this sketchy unfinished look in addition to my line art icons. It's all about the layers and colours.

POSTERS

The eyes using the #vision which refer the capacity the see but also the makeup aspect when you create a new master piece.

The lips using the #sweetkiss refer to the moisturising quality and the seductive effect of a bold lips.

The face using #diversity refer to this urge in the industry to empower diversity either about genres or skin complexions.

E.L.F is a mix and match of of all the different letters fun, quirky and on brand for Dali/Picasso style.

MOCKUPS

MAKEUP DISPLAY / SHOPPING BILLBOARD

My choice was based on the fact that shopping malls are selling it trough brands like Target or like in my store in Watertown Brand Outlet. So it's a fun way to attract people's attention from a far and made them aware of the new branding. As per the makeup display it was for me important to give this polished look and give this professionalism aesthetic. In my store I was dealing with some issue to display it at first so many different products and shapes. And the display in Target look terrible you can't even see the difference between them and some other brands.

PREVIOUS WORK

Penguin Island

I was my most iterated and creative project so and very personal of mix of art, jewellery to promote a very boring island to make it a destination.

Kure mag

Another personal project close to my heart as it helped me rebrand my own magazine which was created in 2015 in Europe but was in need of a real rebranding. the formerly called FA CONCEPT MAG is now KURE MAG

Market Hall redesign

It was an interesting project around Yagan square and the Aboriginal culture. This part was where I realise i could actually draw and use the adobe suit better than I thought which led to some much better designs in the future

ANIMATED DESIGN

COLLABORATIVE WORK


https://soundcloud.com/aymeric-futol/elf-cosmetics-by-zenya-augustin-1

Zenya Augustin was a delight to work with, she totally got the vibe right away and we exchanged quite a bit via email and facebook. She did so many iterations and small changes to perfect it till the very last minute. She is
the one!

EYES MAGAZINE

I was the creative director, stylist for EYES MAGAZINE. I work for this cover and editorial with a famous Swiss influencer alongside Chopard and Elie Saab.

ATELIER SPINEL

Jewellery campaign for my own brand called at the time "Atelier Spinel". A solid silver jewellery brand of limited pieces, I was the creative director and stylist for the photoshoot. My PR agency manage to have ERES swimsuits (only swimwear brand own by Chanel). The location is on the lake shore of Geneva own by
my partner.

I did the all styling and designed the mermaid outfit "FRENCH PHOTOGRAPHY TOUR" the thematic was around the "Little Mermaid". It was about the dual of the a mermaid as a human and as sea creature...

CONTACT

Aymeric Futol

aymeric@fa-concept.net
www.fa-concept.net

SOCIALS:
FB - Aymeric Futol
IG - @aymeric_futol @kure_magazine @faconceptartistry
@faconceptcoutureoutlet @faconceptvintage

YOUTUBE - THE KURE

Comfort Zone

If you need someone passionate about design, fashion, jewellery then you have found the
right guy!

My skills:

  • Very creative

  • Adobe Illustrator lover

  • Experience into media and magazine (Indesign), (Wordpress)

  • Very good team of other skilled professionals