Designing the personality and visual identity of an

innovative brand for the untapped tween market.

Abstract
Children are growing up too fast. Inundated with media influences, kids want to grow up as quickly as possible.
The “tween” phase has seemed to disappear. Children go from kids to young adults with no stage in between.
This phenomenon is evident in the growing social media trend of “Sephora kids,” tweens who desire the adult
makeup they see their favorite influencers using. Some even desire skincare products that contain ingredients
such as retinol, which is harmful to young skin. Tweens need products that offer a stepping stone between
childhood and young adulthood. This project introduces the brand Feybelle, an innovative beauty brand that
seeks to do just that. Feybelle was created to decrease the influence of social media and give tweens products
that are safe for their skin. Feybelle promises to offer clean products that go deeper than the surface so tweens
can stop playing pretend and start being themselves. With a brand personality that is creative, honest,
confident, and approachable, Feybelle seeks to help tweens unlock their innocent confidence. To address this
untapped market we designed a branding guide containing a logo, typography, colors, and other elements for a
complete brand identity.

Creative Honest Confident Approachable

Brand Colors
Mystic Lilac is an enchanting color that evokes creativity. It
empowers tweens to discover new ways to express themselves
and unlock their innocent confidence.
Rooted Red symbolizes the bold and daring spirit that
empowers tweens to develop their individuality through
makeup. This color is the embodiment of the confidence that is
rooted beneath the surface.
Enchanted Lagoon reflects our dedication to giving tweens
the chance to dive into the world of beauty with clean
products. With a color similar to clear waters, Enchanted
Lagoon represents the opportunity to explore new depths while
staying true to yourself.
Misty Dreams is honest and effortless. Its simplicity reflects
our commitment to foster a clean beauty brand.
cosmetics
Typography Logo
Feybelle’s main typeface features Coquette regular font. Feybelle is The feybelle logo encaptures beauty and confidence. The
a cosmetic brand designed to deliver tweens the beauty products they white lily flower is a staple of innocence, that’s why we
want, using ingredients that are safe for their skin. Coquette was created designed our logo around it!
by Mark Simonson in the 1990’s combining French scripts with art deco
san serifs, providing a clean, fun look. This font exists as a “between” The shape of the petals embody the lily flower and its
font, making it the perfect representation of our tween audience. connection to growth and innocence. The pistils in the center
of the flower represent the growth and development of the
Coquette is supported by font Freight Neo Pro Book. This font is a tween phase.
part of The Freight Collection, a collection that aims to provide
simplistic yet elastic type faces. While being a sans-serif type font, the Feybelle is dedicated to supporting tweens innocent
book style presents as clean and confident. These are some of the values confidence as they grow in new ways of expressing
Feybelle holds in high priority and therefore is the core of the brand. themselves.
Coquette Regular Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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cosmetics cosmetics
cosmetics

Freight Neo Pro Book

Starberry captures the essence of radiance and vibrancy. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adding a touch of sweetness to our brand, it evokes a sense of abcdefghijklmnopqrstuvwxyz
energy and creativity. 1234567890
JMC 406-201 | Marshall University