Yardley London – Brand Identity Design

Yardley London is a cosmetics and fragrance brand with a long tradition of quality. However, the brand had come to be viewed as somewhat dated by 20- and 30-somethings who make up a huge part of the cosmetics market.

The Yardley Glam Squad was launched as a sub-brand to revive the brand's image without losing their status as a trusted name in quality cosmetics. The Yardley Glam Squad offers in-store mini makeovers to give shoppers the chance to experience the quality of the products on their own faces at the hands of professional make up artists.

The logo design captures the vivacious spirit of youthfulness and beauty in the flirty icon of kissable lips and the energy of the bright pink, while retaining the classy English grace of the brand with a rich black.