Branding
MAC, short for "Make-up Art Cosmetics," was founded in 1984 in Toronto, Canada, by Frank Toskan and Frank Angelo. Initially catering to movie actors, it quickly expanded to serve models and a broader clientele, driven by growing demand. Now a global brand with over 500 stores worldwide, including 30+ in France, MAC is renowned for its professional makeup artists who provide expert service in every location.
For this project, I chose to rebrand MAC Cosmetics in order to attract the younger generation. To cater to the needs of modern, creative, and everyday individuals. The MAC rebrand would stand as a beacon of trendsetting innovation and inclusivity. Rooted in their commitment to diversity, the rebrand would offer makeup solutions that embrace individuality while ensuring unparalleled reliability and quality.
Role:
Art Direction, Designer, Illustrator, Researcher
Timeline:
20 weeks
Tools:
Adobe Illustrator, Adobe Photoshop
Year:
2024
MOODBOARD
NEW LOGO DESIGN
With the new MAC logo, I had done research on other popular/trendy brands and have seen that they all have a very minimalistic feel to them, sometimes even having an abstract or playful feature to it. So with the new logo, I wanted to keep the logo clean, and minimalistic, adding in a slight curve to the “A” to make the “A” appear a big playful, making the whole brand appear more playful as well.
With the initial idea of the logo, I knew I wanted to keep the color palette the same as the original MAC Cosmetics brand color palette- black and white. This is because I wanted each makeup collection within the NEW MAC Cosmetic re-brand to have its own separate color palette. Thus keeping the new MAC more open and more creative.
SIGNAGE AND STORE REDESIGN
MAC Cosmetic’s new sign is now trendier and more approachable. As mentioned before, I wanted to keep the same color palette to still keep some of the brand’s original design features. Keeping the signage black and white also keeps that clean and minimalistic feel that is felt with a lot of of beauty brands as well as other beauty stores such as Sephora and Ulta.
PACKAGING
For new and past MAC Cosmetics products, the packaging will change to fit the new MAC Cosmetics re-brand. More color will be implemented to products such as lipsticks, eyeshadow palette, blush palettes, etc.
The new packaging will feature the already establish design elements (the abstract lines) and just more abstract features overall (i.e. a lipstick swatch over the lipstick packaging).
MERCHANDISE
Introducing the latest from MAC Cosmetics: a revolutionary approach where each collection boasts its own distinct color palette, ensuring every product resonates with a unique identity and style. Picture an eyeshadow palette adorned in captivating blues, evoking a sense of depth and mystery, while our mascara collection embodies vibrant pinks, promising a touch of playful allure. Despite the diverse hues, cohesion reigns supreme as every product proudly carries the signature design elements synonymous with MAC, promising a harmonious and aesthetically pleasing lineup that caters to every makeup aficionado's desires.
ADVERTISMENT
Advertisement for the "new" MAC Cosmetics would keep consistent with the brand's new elements. Such as simplistic and minimalistic abstract line art,
