MOOD MIST

Concept, Brand development, PAckage and logo design for Claire’s.
See Target Audience and Research below.

RESEARCH

TARGET: Gen Z Females

Gen Z values self expression and diversity. They embrace their unique personalities and want to share it with the world (via social media). Collections of patches and stickers allow them to express their multiple moods and personas in a playful and colorful manner. We see the playful use of multiple icons/graphics in kitsch brands for young adults like Too Faced, Glossier, and Victoria’s Secret’s PINK line – it makes sense that this would appeal to a younger generation. Also, it’s trending when it comes to preteen fashion (see below).

Images courtesy of HATCHBEAUTY.