A contemporary beauty brand that empowers people from every background to embrace their unique beauty with confidence. Caked’s visual identity is modern, fun, and vibrant showcasing the brand’s energetic spirit and commitment to igniting creativity.

Challenge
The main challenge was to differentiate the brand from other beauty brands in the market and reach a target audience that is creative, with bold style, ages 15–28. The goal was to craft a distinct and captivating visual identity that seamlessly merged boldness with sophistication, all while embracing inclusivity. Furthermore, the task involved designing an ecommerce website that not only showcased visually appealing elements reflecting the brand’s dynamic and playful essence, but also seamlessly integrated essential functionalities. With a keen focus on empowering individuals who value self-expression, Caked passionately caters to a diverse audience of teenagers, young adults, and makeup enthusiasts.

Approach
The use of a mix of sans serif and serif typefaces was employed to create a visually dynamic brand identity that reflects the brand’s boldness. Bright color combinations were carefully selected to evoke a sense of vibrancy and self-expression. The brand logo uses imperfect typography with bold wide capitals that evoke confidence.

The brand’s packaging uses vinyl material to achieve a unique and distinguishable appearance. Oversized typography with clever and dynamic messaging fills panels. Hand-drawn line graphic elements are used to highlight and connect content.

Since direct-to-consumer is the brand’s primary sales channel, the e-commerce website was extremely important and had to be optimized for conversion on all breakpoints. The website design started with an extensive sketching and wireframing process, where the primary actions were prioritized. The final design layers the brand’s bold colors and type over the wireframes to create a dynamic look. The e-commerce website focuses on creating user engagement through ample animations and micro-interactions. Bold imagery of people with unique styles break up product-focused sections. Oversized messaging conveys empowerment and creativity.