As a unique and eclectic, indie makeup brand, Melt Cosmetics strives to differentiate themselves from the already existing, traditional and monotonous cosmetics lines. Just as unique, the young and daring Melt customer also seeks to be different in the always-changing world of cosmetics.
Melt was redesigned to express the personalities of both Lora and Dana, the creators. The objective was to keep the integrity of the original logo that the customers are familiar with, but make it edgy and one-of-a-kind.
The roundness of the previous logo and the colorful appearance of the branding were the starting point for the new designs. Custom typography was designed to mimic and elevate the existing brand and was accompanied by Tungsten Rounded to give it a more serious and polished appearance. The exterior of the packaging was designed to appear sophisticated and high-end, while the colorful inside of it reflects the ecstatic personality of the brand.
Melt required an identity, brand, and responsive website that reflects the energetic and bold characteristics that the company has. The website was lacking attitude and vibrancy and was difficult to navigate from homepage to checkout. By reconfiguring the structure of the site, the products engage users as soon as they arrive to the homepage creating a more appealing shopping experience.
