Sephora is a global cosmetics and beauty retailer that strives to provide a luxurious experience to customers in line with the top-shelf cosmetics brands they carry. Sephora is seen as an authority in the cosmetics industry, but is experiencing a disconnect between their current, generic branding and their market position. I wanted to create a branding suite that elevated Sephora’s visual identity to the same level as the luxury products they sell and the aspirational lifestyle they represent. 

The new branding elements draw on foundational elements such as the classic brand color palette and characteristic striped pattern while modernizing the company word mark to be more sleek with a slight edge. Bold typefaces, the high-contrast color palette, edgy and glamourous candid-style product and lifestyle photography, and textures that incorporate glossy shine, smooth satin, or opulent marble add much needed elevation to the visual branding.