For this academic project, I had to chose a brazilian brand and see what could be done to improve it.
Vult is a brazilian cosmetics brand that was born in 2004. Its goal is to offer women the possibility of having sophisticated and innovative products at very reasonable prices. Over the years, the brand has grown considerably and has becoming very known. However, after some researchs, it was realised that the logo does not reflect the importance that the company has gained, as well as their values and goals.
Some problems have been identified in its composition: The main typography used in the logo is inconsistent and its irregularity seems unintentional. The butterfly used as a signature follows the same line. The target audience is also not defined and there is no presence of a physical store, unlike the competitors. Because of all this, a redesign and repositioning seems necessary to give the proper importance to this brand, which has becoming a reference in the brazilian cosmetic market.
Concept:
The company aims to promote the role of women in all its forms. So, at the end of the research, the essence that the brand should transmit became clearer and its redesign started to lead a direction. Four keywords were crucial throughout the process: Youth, Accessibility (low prices), Quality and Femininity.
This was a project for the "Logo Project" class in Federal University of Rio de Janeiro.
