Jeffree Star is a self-made online web presence and cosmetic creator. He has built his own brand from the ground up by creating an online persona via YouTube and MySpace (way back when). Jeffree is the embodiment of everything eccentric, obsessed with dramatic, drag-queen-esque androgynous makeup looks. As an avid follower and fan of his makeup line, I wanted to give his brand a make-over.
Jeffree Star Cosmetics provides cruelty free makeup products that are long-lasting and actually do what they say they do. Jeffree has created intense lip shades, such as Tiffany blue, black, white, school bus yellow, and many more. Some of his lip shades you cannot find with any other cosmetic brand, which makes the company unique and gives make up artists a lot of opportunity for creativity.
I wanted to maintain Jeffree's energetic personality and still incorporate that notorious Jeffree pink. He loves 90s-retro aesthetic, so I tried to accomplish that feel within my new and improved logomark. Of course, a star must be present in some way, but I didn't want my logo to revolve around the obvious solution of using a star, so I toned that aspect down with just a subtle detail.
The logo is interactive and responds to the user's activity while on the website. Because Jeffree works out of a warehouse and does much of the packaging and shipping preparation with a small staff, products sell out and restock very irregularly. That was the inspiration for the responsive logo.
As you hover the mouse over a lip shade, the logo fills with that color depending on how many are still in stock. On his YouTube channel, Jeffree often talks about how different colors of liquid lipsticks are easier or more difficult to make than others. The stars that pop up underneath the logo indicate the rating that customers have given that shade out of five stars.