Graduation project were we re-designed the makeup brand Viva La Diva. It’s a Swedish low budget brand founded in Stockholm in the early 2000s. The brand’s target group is teenage girls just starting to use makeup and can’t afford expensive makeup. Unlike its competitors Viva La Diva does not test their products on animals and has a wide range of vegan products. These qualities make the company seem trustworthy and premium, yet the brand doesn’t communicate this today through their design. This makes the target group unaware of the brand’s good qualities and makes Viva La Diva miss their target group.
We gave Viva La Diva a new and clear identity that is modern, lifts the brand’s good qualities and appeals to the target group. The keywords are modern, trendy and edgy. The new design of the packages consists of patterns that will inform the target audience of the colors and consistency of the products they buy. The patterns are also what the company will be associated to. It’s minimalistic and a more Scandinavian style. All text have been written in English to make it uniform do to the fact that Viva La Diva does not only sell their products in Sweden but in other countries as well.
The website has been updated to match the new identity and most of the marketing will be done through social media do to the amount of time the target group spends there. There will also be posters on bus stops and subway where the target group moves a lot to and from school. Images used in marketing purposes have also been updated more fitting to the target group and the trends of today. The new images have attitude and girl power.
