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InspirationGraphic Design

Universal Favourite's maximalist identity for new Gen-Z beauty brand, Youthforia

In a pleasing throwback to the late '90s, Universal Favourite has crafted a new identity for US beauty brand Youthforia, whose mission is to "make makeup more playful". But rather than go for a "boring" minimalist approach so often seen elsewhere, the Sydney-based design studio has created a maximalist look and feel. The result is "purposefully messy, uncurated, and raw".

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Youthforia mural on a brick wall featuring a young woman's face with text reading "NO WRONGS NO RIGHTS NO NORMAL" in black and pink

Drawing inspiration from '90s teen magazine mastheads, a 'Y' mark has a joyful rebellious feel but also acts as a changing container (think classic MTV logo) that introduces the idea of mixing up your makeup based on your mood. Sitting nicely alongside this 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".

There's a cheeky tone of voice, too, which works nicely with the visual identity that gives off that carefree yet angsty attitude that comes with being a teen. "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," says Dari Israelstam, founder and creative director at Universal Favourite.

Three vibrant street posters for Youthforia beauty brand in purple, coral and lime green, each displaying colourful 3D isometric illustrations of makeup products
Four variations of the Youthforia 'Y' logo in different styles and colours on coloured backgrounds: solid black on lime green, pixelated white and yellow on blue, gradient pastel on grey, and red outline on coral red

Elsewhere, the studio worked with Uncommon Agency's Jamie Heath and featured online icon Lil Ahenkan (aka Flex Mami) to art direct 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," as the studio puts it. The result is a curated mess of posters, glitter and glam with a fun and colourful collage of images shot on 35mm, VHS (yes, VHS) and iPhone.

For the website, as well as social media assets, the identity's flexibility helps 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," adds Dari. "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."

Collection of colourful hand-drawn stickers including smiley face, hearts, flowers, alien, cherries and "YOU DO YOU" text on a pale purple background
Colourful array of Youthforia makeup products including blush, liquid lipstick and gloss tubes in neon yellow, orange and white, arranged with star-shaped silicone moulds in purple, blue and yellow on a pastel background

As for the packaging, a lot of fun and play was had. Each item comes in different colours, with different holders to choose from, bringing back the thrill of "coveted childhood collectables". As Dari explains: "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."

Universal Favourite also 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 the website and marketing materials.

Youthforia branded packaging with neon yellow-green and orange elements against a gradient blue-to-yellow background
Youthforia cosmetics and packaging in neon yellow and pink arranged on a white surface with purple graphic shapes and colourful geometric elements
Two lifestyle shots of a young woman applying vibrant neon yellow and magenta Youthforia makeup, smiling with bold, colourful eyeshadow and lipstick
A group of young people gathered around a white round table in a cluttered bedroom decorated with photos and memorabilia pinned to the walls and ceiling
Four young people lying on a bed smiling at the camera, wearing casual clothing and displaying Youthforia beauty products
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