Description:

Gen-Z is a generation born into crisis. From regular teenage things (crushes, conflicts, school, social media scandals) to new teenage things (s*xting, catfishing, a life online) to global things (capitalism, climate change, COVID-19) — they’ve lived or are living it. Consequently, they’re leading the charge on a new world of branding where they control the narrative. Messy, maximalist, uncurated, raw.

Youthforia came to us in need of a visual and verbal identity that would resonate with an always-online Gen Z audience while communicating the fun, offbeat, irreverent nature of the brand.

The visual identity throws straight back to late-90s internet aesthetic. It’s fun, it’s fluid and exciting with a blast of bold colour and comforting nostalgic quirk that extends an invitation to anyone’s inner-child.

Drawing inspiration from 90s teen magazine mastheads, the “Y” mark not only feels accurately rebellious but also becomes a changing container (think classic MTV logo) that introduces the idea of mixing up your makeup based on your mood. Hand-in-hand (cute!) with this idea is a suite of energetic shapes and stickers rolled out across all touchpoints (packaging, product, digital) that reflect the brand’s intention to let you flex your self-expression.

Coupled with a cheeky, human tone of voice, the blend of verbal and visual identity encapsulates the care-free yet angsty attitude that comes with being a teen. When everything’s falling apart around you, at least your makeup can look cool.

The maximalist aesthetic extends seamlessly to the product packaging. Each item comes in different colours, with different pans to choose from, bringing back the thrill of coveted childhood collectibles and adding an extra element of fun. The magnetic pans designed into the suite allow users to click, combine, stack and arrange their Youthforia makeup to suit their mood.

We worked with 3D2D to develop a suite of motion and still 3D assets that would showcase the modularity of the products and that could be used across their website and marketing.

Working with Uncommon Agency’s Jamie Heath and featuring online icon Lil Ahenkan (aka Flex Mami), we art directed a lifestyle shoot reminiscent of getting ready with friends for a night out as a teen and all the excitement that goes along with it. A curated mess of posters, glitter and glam, the result was a cheeky, colourful collage of images shot on 35mm, VHS and iPhone — showing just how easily Youthforia can slip into your life and bring you back to youth.

Youthforia’s universal. That first lip gloss. That cute text. The lights going down before your favourite band starts. Crushes. Summer break. Laughing until it hurts, then laughing some more. With the complete trust of the client to push the boundaries of the beauty marketing space, we were able to create a brand experience encapsulating the moments of utter mundane bliss you only get from the mess of youth.