Kiehl's Rebranding

Dynamic Branding

Package Design

Kiehl's LLC is an American cosmetics brand retailer that specializes in skin, hair, and body care products.

OVERVIEW

Kiehl’s rebranding includes a redesigned logo, a new color palette and simpler and modern products targeted toward both male and female. Our rebranding also includes seasonal products and dynamic branding.

TEAM

Ibtida Hasib

Annie You

Radiya Aheto

MY ROLE

Research

Visual Identity

Applications

TOOLS

Figma

Adobe Illustrator

Adobe Photoshop

Adobe AfterEffects

PROCESS AND TIMELINE

CHALLENGES

Outdated logo and inconsistent aesthetics between lettermark, wordmarks, and visuals.

Inconsistent color palette.

Confusing packaging disrupts understanding of individual skin needs.

SOLUTION

Logo designed using all uppercase and serif font with high contrast to reflect luxury.

Earthy colors to match brand archetype.

01. RESEARCH

CURRENT BRANDING

Currently Kiehl’s has multiple wordmarks and a lettermark that do not look very cohesive. Their products include a lot of type and looks overwhelming to the eye. The use of their colors is not consistent often times the high saturated colors clash. Their graphic style is not consistent and does not reflect the rest of their brand aesthetics.

COMPETITOR’ S ANALYSIS

High end luxury brands like Tatcha and Estee Lauder have modern aesthetics and appeal to females. Pharmaceutical Brands like Cerave and Cetaphil does not have graphics and includes more type on products. They utilize blue and white to appear unisex and appeal to both male and females. Dr. Sturm has simple, modern aesthetics with use of simple icons and also appeal to all sexes.

High end luxury brands like Tatcha and Estee Lauder have modern aesthetics and appeal to females. Pharmaceutical Brands like Cerave and Cetaphil does not have graphics and includes more type on products. Dr. Sturm has simple, modern aesthetics with use of simple icons and also appeal to all sexes.

TARGET MARKET

Primary: 18-50 year old males

Secondary: 18-50 year old females

02. BRAND IDENTITY

VISION

The branding strategy focuses on positioning Kiehl's as a brand with natural products, high expertise in skincare and involvement with local social causes.

POSITIONING STATEMENT

For 18-50 year old adults, Kiehl’s is the cosmetic brand that offers versatile options for all genders, because they want to ensure that they have something for everyone.

03. BRAND PERSONALITY

03. PERSONALITY