DARIA COSMETICS
Case
Daria is a cosmetics distributor brand founded in Palestine, Jenin. It has brought many proxies from prestigious cosmetics companies such as Beilita, Vitex, and Relouis. The company's idea revolves around love. It was created to help people afford top-class cosmetics with what it calls "local prices" for Palestinian people. Daria pays close attention to choosing natural-based products with no side effects. Daria's target market includes everyone who might need a cream, a body wash, or shampoo. Yet, it focuses on middle-aged women who want to use additional beauty products. Daria is the kind of brand that needs to look local and friendly yet convey that it delivers high-quality products. It needs to be seen as warm and loving yet professional and experienced. Daria is a brand that loves and cares about each customer, just like the local store, but with more experience.
Solution
We decided to use a simple, script-based lettering logo to convey Daria's message and best address its target market. The main mark is a type with a strip basing it to give it a more organic look. Many cosmetics brands use a light script-based logo. Our approach was to go semi-bold on it. To provide that friendly, warm look, we rounded the edges of the logo and added more weight to the logo. The type is not 100% symmetrical, which makes the logo portrayed to be more local and warm rather than intimidating. The little heart on the mark was crucial; although the mark conveyed the meaning of loving and caring with its well-thought-out style, we needed something specific to report these messages. Finally, the colors of the brand are vivid and full of life; green for "natural" and fire opal red for "loving."
Concepts explored during the process:
Full Logo Breakdown
The full logo for Daria Cosmetics consists of more than just a type. Above the type "Daria" sets an elegant butterfly made off the heart used in Daria's brand and the business's initials "DC." The wings, or the initials, cross each other to represent community and support, which corresponds to Daria's statement and goal.
The additional icon to the type in Daria's brand adds more personality to their logo. It combines the concepts of high quality and elegant cosmetic products through the butterfly with the local and friendly feel that the butterfly portrays through the heart, thicker line, and shape intersections.
