Youthforia

As far as brand experiences go, the beauty space is bland. Variations of the same thing, using makeup the same way. Youthforia wanted to break the beauty rules for a Gen Z market bored by what’s out there. We rolled out a visual and verbal identity dripping in 90s nostalgia that mixes and matches as joyfully as the brand’s product system and gives its audience permission to play with their self-expression.

website
  • Visual identity
  • Verbal identity
  • Website design
  • Packaging
  • Illustration
  • 3D renders
  • Photography

What's all this then?

Youthforia is a US-based digital-first, Gen Z clean beauty brand whose mission is make makeup more playful. They encourage people to use makeup whenever they want, however they want — strictly no rules. Their products are for a self-expressive youth market who want to have fun — whether it’s with their face, their place or how they fill space.

Any insights?

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.

And what seems to be the problem?

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.

So how'd you go about it?

Taking lead from the younger members in our team, 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. 

Click ‘n’ collect made cool

Then came products. The brand’s premise of having fun and playing around extends to its packaging but so does their environmentally-clean ethos — if they were going to use plastic, they wanted it to be something worth holding onto. Each item comes in different colours, with different holders 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 — an idea also reflected in the logo. They can mix and match their product arrangements based on however they’re feeling that day. 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.

Snaps like teen spirit 

A makeup brand obviously needs a photoshoot and we knew this one was going to be something special. 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 models

A forward-thinking website taking a nod from the past

Given the Gen Z direction of the brand, nailing the digital experience was key. The website, as well as all social media assets, needed to both work together seamlessly and allow for flexibility to showcase a brand that’s constantly moving, evolving and flexing — much like its audience.

The website is custom-built and gives you all the gradient-dense, Wordart-heavy, emoticon-happy vibrance of the internet explorers of the 90s, without any of the slow-loading clunkiness.

The design of the site is still inherently conversion-focused but bucks the tired trends of the online beauty space and brings the playfulness of the brand to the forefront.

And the end result?

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.

"I LOVE working with the UF team! They had so many fun ideas that took the Youthforia brand to another level. Having great branding and creative assets has made all other parts of my job as a founder so much easier!" 

Fiona Chan, Founder of Youthforia

Collaborators

  • Brand Writer • Cat Wall
  • 3D Renders • 3D2D
  • Photography • Jamie Heath
  • Production • The Uncommon Agency
  • Set Design • Jordan Gogos & Brittany Wyper
  • Wardrobe Stylist • Hunter Blue
  • Makeup Stylist • Vic Anderson & Kim Pham
  • Hair Stylist • Laura Spinney & Christopher Byrne
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The important deets

Shipping information

Where do you ship to?
We ship to all countries.

HOW MUCH DOES SHIPPING COST?
Shipping is dependant on location. If you need an estimate you can send us an email.

WHEN CAN I EXPECT MY ORDER TO ARRIVE?
Please allow a few days for us to receive and process and then pack your order.

For Australian orders: we make use of Auspost. Most orders will arrive within 1–3 business days after shipping; orders to more remote locations may take longer. We'll provide you with a tracking number so you can follow your chocolates on their journey.

For international orders: we make use of Auspost (the Australian national postal service) and your local mail carrier. The delivery time for international sends can vary depending on the destination; from 3-7 days for nearby countries and approximately 6-14 days for countries further away. Please note that we can’t completely guarantee delivery times as these may depend on your local mail. For all international orders, we will provide you with a tracking number so you can keep an eye on your order.

I NEED MY order ASAP! CAN YOU SHIP FASTER?

If you need your order by a specific time, we can help by offering to ship using a courier at an additional cost. Contact us here.

Can I return or exchange them?

Food products

Because this is a food product, we don’t accept returns or exchanges unless faulty. If you have any concerns about your order, contact us here.

Merchandise

We will gladly return or exchange any product that is faulty. Unforunately there is no return or exchange for change of mind.

I’m buying for a special someone, do you gift wrap?

We don't gift wrap by default because we are trying to reduce packaging where possible, but we'll be happy to gift wrap on request. Just let us know when you order!

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