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.
Outdatedlogo 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 multiplewordmarks 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.
TARGET MARKET
Primary: 18-50 year old males
Secondary: 18-50 year old females
02. BRAND IDENTITY
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.
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.
03. BRAND PERSONALITY
TONE OF VOICE
Exclusive
Unisex
Minimal
ARCHETYPE
BRAND TAGLINE
Kiehl’s. Feels just Right.
04. VISUAL IDENTITY SYSTEM
DESIGN PRINCIPLE
Use of Serif for heading to show tradition, sophistication and luxury.
Use of curvy lines to show fluidity.
Earthy tones to bring a feeling of tranquility.
MAIN WORDMARK
COLOR PALETTE
Dark earthy tones of brown and green are used to bring out the use of natural ingredients. Both colors are paired with a light color for gradients.
