LeFil
Connecting platform
The challenge
How do we create a neutral brand that creates a link between all the skincare brands from the group (YSL, Armani, Lancôme, etc…)? How do we create a strong identity without cannibalizing the colors and photography of the connected brands?
The outcome
We worked using neutral branding according to trending cosmetic colors: beige.
Featuring photography that focuses on textures and a website that matches this direction.
Lefil
Connecting platform
Art direction
Branding
Photography
Web design
L’Oreal Luxe is well known for its expertise in cosmetics.
They have 26 brands all known for having high standards, including both skincare and makeup lines that consumers don't necessarily know about.
Laetitia had the great idea to make a connection through it with "LeFil".
A link between brands and consumers to reveal the backstage of this entity and create immediate proximity.
Masterclasses, lectures, discovering new perfumes, etc..
Lefil is a on demand mobile platform, where you can apply to be a part of the community.
THE CHALLENGE
THE OUTCOME
Branding & logotype
A logotype that explains the connected brands of the group.
Linked letters reshaped in an elegant serif font.
Bodies
Inclusivity has to a part of the brand.
Every skintype, every gender to evoke sensuality.
Bodies
Inclusivity has to a part of the brand.
Every skintype, every gender to evoke sensuality.
The lips
The lips are not sealed here, they are here to communicate the right information to a small group of selected people.
The lips
The lips are not sealed here, they are here to communicate the right information to a small group of selected people.
Photography
The photographs had to illustrate the trends to expose a level of modernity.
Neutral colors, natural ingredients, gender inclusive and featuring all skin types. We produced them with an artistic perspective to tell a story, while avoiding a commercial point of view.
Photography
The photographs had to illustrate the trends to expose a level of modernity.
Neutral colors, natural ingredients, gender inclusive and featuring all skin types. We produced them with an artistic perspective to tell a story, while avoiding a commercial point of view.
Painting
The graphic disposition of the photography has been thought like small scenes, like paintings. As an artist that use gouach oil painting, we used colors and makeup texture to reproduce this effect.
Painting
The graphic disposition of the photography has been thought like small scenes, like paintings. As an artist that use gouach oil painting, we used colors and makeup texture to reproduce this effect.
