Hard Candy

Cosmetics

Brand revival

Project Prompt:

When tasked with revitalizing and expanding on a dead brand's product line and public perception, I was drawn to the '90s cosmetic brand, Hard Candy.

Founded with an at-the-time unprecedented alternative visual style for cosmetics and an controversial and attitude-packed marketing style that not only stole teenage girls' attention -but also- their paychecks from their mothers' traditional makeup brands.

The KEY Problem

Hard Candy has lost its edge. By trying harder in recent years to blend in with popular brands like Maybelline, NYX, and CoverGirl, Hard Candy’s not only lost their core brand visually but also tonally. Now, just another generic makeup brand without the acclaim and customer loyalty of the other brands it's trying to mimic, its sales and product line dwindle with each passing year.

The Solution?

Return to Hard Candy’s roots, with a complete marketing and brand overhaul in visual style and voice, albeit more snarky and sassy than outright obscene or innuendo-centric.

Project GOALS

1. Re-vamp Hard Candy’s Look to stand out more in the cosmetic industry.  

2. Expand into the ever-popular skincare market. 

3. Revive interest in original product lines, the polishes. 

4. Create more user experiences and brand loyalty, introducing a new website and app. 

A More In-depth Look

STYLE DIRECTION

Initial Moodboard & Early Logo Concepts

AESTHETICALLY

I was aiming for a modernistic take on the 90s grunge look with a mix of more modern generations' nostalgia via the “frudinger metro “ style from the early 2000s, many teens, Gen Z, and Millennials who grew up with the original Hard Candy brand are often nostalgic for. 

Primary Brand Icon Logo

fUNCTIONALLY

These products were conceptually designed to be as practical and eco-friendly. Focusing on using recycled and recyclable materials as much as possible and utilizing refillable containers.

FINAL LOGOS

Stick / Tube Application Logo

Cosmetic Application Logo

Alternative Horizontal Logo

MAKEUP REFRESH

Introducing…

tHE BEAUTY BOX

A new customizable mystery box highlighting a variety of Hard Candy’s products for an affordable price with a variety of subscription plans and options.

SKINCARE LAUNCH

POLISH REBOOT

Bringing back traditional polishes & finishes with continued expansion into the press-on market.

WEBSITE & APP LAUNCH

(Left to Right) “BEAUTY BOOK ” makeup journal, Store Locator, “GOODIE BAG” shopping cart, Mirror for “THE LOOK” social platform, and a CANDY HEART for favorited and save-for-later items.

The BEAUTY BOOK feature is meant for consumers to document , rate, and share their experiences with Hard Candy products.  The BEAUTY BOOK allows for easily accessible reviews for the company and consumers alike to monitor products popularity, quality, and to compare to competitors' similar products.

THE LOOK is an app and website exclusive forum for Hard Candy to create a loyal following and community, similar in nature to Instagram's private broadcast channels, but with more community engagement. Allowing users the ability to discuss and share products, techniques, looks, and opinions (all regularly monitored and censored of course).

While also acting as another channel to promote and gauge users reactions to new product launches and quality.