WetnWild
Wet n Wild is a LA makeup brand that provides people whole range of 100% cruelty-free cosmetics with friendly price for eyes, lips, nails and face. It have made "budget beauty" accessible to mass audiences since 1979, and are still aiming for going bigger and better with each new launch. By rebranding it from naming, logo to developing a new visual system, I have refreshed its impression and impacts in drugstore cosmetics.
Year
2022
Deliverables
Brand guideline, logo system, fonts, patterns, story telling
Materials
Real lipsticks, digital outputs
Techniques
Adobe series, hand-drawn, motion graphics
WetnWild's rebranding features two distinct yet complementary strokes. The first, used exclusively in the logo, is a unique, elegant flow handwritten with real lipstick—a beautifully balanced result achieved after hundreds of experiments. Drawing inspiration from the texture and quality coming from real lipsticks, Oberon Brush Stroke is selected to be the second most representative stroke of the brand. It's used consistently throughout the brand visual and known as "the WetnWild Stroke".
The illustration elements are inspired by the history of Wet n Wild, which dates back to the 1930s. I extracted the vintage look of Wet n Wild from printed materials such as newspapers, magazines, flyers, and coupons, and reimagined them into a vibrant modern pattern that can be applied to all aspects of the current WetnWild brand. This approach pays homage to the brand's history while promoting a sustainable "reuse."
The WetnWild stroke and the visual system are combined to create a unique visual identity. The red stroke introduces new vitality, intertwined among these vintage visual elements.
