Gaudy
/2025(Brand Identity)(Art Direction)(Brand Audit)Graphic Designer and Art Director
Role
Pexels stock
Photography
Figma, Photoshop, Illustrator
Software
Gaudy is a bold and playful cosmetic spec brand identity with the mission to encourage consumers to unleash their creative inner child through makeup and blur the line between makeup and gender.
Our art direction strikes a balance between gender neutrality and playfulness, incorporating straightforward copywriting that feels personal and encouraging, complementary and analogous color combinations, and flat shapes of makeup packaging.
The Color Palette, influenced by the 1990s pop culture and the Memphis design movement, is vibrant but toned down, representing the brand's adventurous yet down-to-earth personality.
The primary packaging is designed to be minimal, reflecting the mature side of grown-ups who enjoy doing makeup and the genderless brand identity.
We conducted a Brand Audit prior to the identity design process to outline the brand's mission and values, and to analyze its competitors' strengths and differences.
Brand Guidelines detailing Logo, Color System and Typography Usage, and Art Directions including photography style, textures for image treatment and brand illustrations.
