Tipsy Comestics

M A D E B Y C A S E Y L U E

Tipsy Cosmetics

BRAND GUIDELINES

Introduction

Introduction

TIPSY

BRAND GUIDELINES Introduction

“ E VE RY

T I ME

A

CHAMPAGNE

BOT T LE

UNCORKS,

PART Y

A N GE L

A

GE TS

I TS

WI N G S.”

- T E R R I G U I L L E M E T S

Tipsy Cosmetics There’s a reason alcohol is referred to as liquid courage. Let’s be honest, we’re all a little bolder after downing a drink or two. Why can’t we always feel that bold, sassy and carefree?

At Tipsy Cosmetics, we want our products to make you feel as confident as you are when you’re tipsy- whether that be with a killer red lip or sharp cat eye. Made to make you feel tipsy and for when you are tipsy, our makeup is party animal tested so you can let loose.

I wanted Tipsy to have a bold and girly persona in the cosmetic industry and the logo needed to embody this personality. Our brand name is the core of our identity that inspires each of our product designs. Because I wanted ‘Tipsy’ to be the star, I went with a wordmark for our logo designno symbols, mascots, or badges. Typography is the centerpiece. Coupled with a distinctive color combination, Tipsy’s logo is unmistakable.

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Primary Logo

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Knockout Logo

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Alt Logomark

Logo

inspiration

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BRAND GUIDELINES

Logo

Logo

PRIMARY LOGO Red logotypee on pink background

Two of the world’s most recognizeable brands are Coca-cola and Disney. What do these two brands have in common- besides promising happiness? Their logos are both wordmarks. Written in their signature typefaces, their brand names are the the centerpiece. I wanted

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the same for Tipsy.

TIPSY Logo

BRAND GUIDELINES Logo

ALTERNATIVE LOGOMARK

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ONE-COLOR KNOCKOUT LOGO

There’s just something stunning about the combination of pink and red. Sadly, I rarely see the colors used together outside of the month of February. Maybe they just have an undeniable association to Valentine’s Day- like red and green with Christmas. But just look at Gucci! Their green and red stripe is highly coveted by fashion loversmyself included. Not a hint of the Christmas spirit.

Surely, pink and red could be used for more... like makeup boxes instead of chocolate boxes!

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C o l o r Pa l e t t e

Colors

inspiration

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BRAND GUIDELINES

Color

Color

Sleepover CMYK C1 M13 Y6 K0 WEB #fae0e0

PATTERN For branding and packaging use

Flirt CMYK C0 M23 Y11 K0 WEB #facdcd

Gossip CMYK C12 M34 Y24 K0 WEB #ddafad

COLOR PALETTE

Makeup is art for the face.

Lipstick is the paint for the canvas of your face. If you look at a brush stroke and a lipstick swash, they almost look similar. You could easily use lipstick to

Glitter CMYK C3 M30 Y52 K0 WEB #f2b884

Kisses CMYK C7 M77 Y82 K1 WEB #e05f3f

Goodnight CMYK C55 M62 Y57 K34 WEB #604d4d

make brush-like strokes and this is what the inspiration for this pattern is. Abstract pastel patterns have become popular recently and I wanted to jump on this trend but with my own

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Tipsy twist.

inspiration As a kid, I used to love gel pens. Nowadays, everyone takes notes electronically but there used to be something fun about color-coding your notes in cutesy cursive. There’s a certain charm to handwritten letters and I wanted a typeface that looks like it came out of a diary.

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P r i m a r y Ty p e f a c e

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S e c o n d a r y Ty p e f a c e

Typography

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Ty p o g r a p h y

Ty p o g r a p h y

Primary Typeface

Nickainley

Nexa

Nickainley is a monoline script handwriting font with a touch

Nexa is a family of geometric sans-serif digital typefaces. It is

of classic and vintage in uppercase, lowercase characters,

characterized by excellent legibility in both web & print design

numeral and punctuation.

areas, well-finished geometric designs, and optimized kerning.

Designed by Seniors Studio

Available at behance.net

Designed by Svet Simov

Available at fontfabric.com

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Secondary Typeface

inspiration I wanted to take a minimalist approach to the branding, letting the typography and colors speak for themselves. When you think of minimalist design, you often think of black and white but who says you can’t be both colorful and clean. White space doesn’t have to be white! Pink space anyone?

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Business Cards

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Shopping Bag

Collateral

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Collateral

Collateral

BUSINESS CARD 3.5 x 2 inches, double sided

Our business card is so

You’re much more likely to

cute, you’ll want to keep

read something if it’s pretty.

it in your wallet just for

At Tipsy, we communicate in

the aesthetic. Printed on

style. Thanks to our bold 8.5

luxurious paper, it measures

x 11 inch letterhead, no memo

3.5 x 2 inches and has all

will ever go unnoticed.

LETTERHEAD 8.5 x 11 inches

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our contact information.

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BRAND GUIDELINES

Collateral

Collateral

INVITATION 5 x 5 inches

New products are always in the works and when they’re ready, beauty bloggers be sure to look out for a launch pary invite.

Sure you can grab a bag by the handle, but if you want

S H O P P I N G B AG 8 x 3 x 12 inches

to look like a fancy socialite, you hold it in the crook of your elbow. This way best shows off the brand of the bag you’re carrying. Because don’t we all love parading There’s nothing more ENVELOPE 4.125 x 9.5 inches

exciting than getting mail as a kid. But it’s all mostly bills

around the mall with our loot?

Show off your Tipsy haul with our super cute shopping bag.

as an adult. Let’s bring some fun back to the mailbox with an envelope that doesn’t

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dare to blend in.

inspiration Mixologists are artists. There’s a reason people love instagramming creative cocktails. There are countless unique colors to be found in our favorite drinks. ‘Wine’ is both an alcoholic drink and a color. How else do you describe that dark shade of red than with its namesake? This made picking shades for Tipsy’s makeup products a breeze.

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Eye s h a d ow Pa l e t t e

5.0.3 Lipstick 5.0.5 Blush 5.0.5

Brush set

5.0.6 Foundation

Makeup

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BRAND GUIDELINES

Makeup

Makeup

PALETTE S WA T C H E S Cocktail-inspired eyeshadow shades

Discounted drinks and

Our Happy Hour Palette is

bargain bites- there’s a

a long-wearing eyeshadow

reason it’s called ‘happy’

sangria

hour! While ‘crappy’ hour may be from 9-5, 5-7 is your

mai tai

time to unwind. We drink to love, loss and life. We

gorgeous matte and shimmer shades. Inspired by classic cocktails we all

bloody mary

celebrate with champagne and bond with beer.

palette featuring 9

HAPPY HOUR PALETTE 9 highly-pigmented eyeshadow shades

know and love, each shade delivers deliciously rich

manhattan

pigment with every swipe.

Whether we’re feeling down or daring, blue or bold,

salty dog

there’s a cocktail to match whatever mood you’re

cosmo

in. So what kind of mood are you feeling? With the

champagne

Happy Hour Palette, there’s

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occasion.

sparkling

greyhound

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a cocktail color for every

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BRAND GUIDELINES

Makeup

t

Makeup

me

grapes. Wine is a culture-

lip color with Tipsy’s

ir

a lifestyle. White or red?

no

LADIES NIGHT LIPSTICK Wine-inspired lipstick line

Get 10 hours of elegant

rlo

It’s more than just aged

ot

Dry or sweet? Wine talk

pin

is another language.

Ladies Night Lipstick. This collection features 4 rich colors, inspired by our favorite wines. Feel as classy

sophistication, you have to

as when you’re swirling a

at least know the difference

glass of red with our alluring

between a pinot noir and a

lipstick line. Give your lips a

pinot grigio. Even if you’re

beautiful wine stained look

a broke college student

and make everyone you kiss

(whose only meal the past

drunk on you.

ra sy

cheese), sipping on even

h

If you want to exude

3 days was kraft mac n

LIPSTICK S WA T C H E S 4 vibrantly colored lipstick shades

ro

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you feel a little boujee.

sé

the cheapest wine will make

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BRAND GUIDELINES

Makeup

Makeup

PERFECTLY FLUSHED POWDER BLUSH A long-wearing, sheer powder blush

Our Perfectly Flushed Blush dusts your cheeks with sultry, long-lasting color, giving off an irresistibly radiant, charming glow.

For all our friends out there who are cursed with the asian glow, we gotcha. If a

N O T S H I T - F AC E D FOUNDATION long-wearing full coverage foundation

little liquor turns you into a lobster, our Not Shit-Faced Foundation is for you. Its full coverage formula will mask that redness, giving you a BYOB BRUSH SET 3-piece essential brush kit

Bring your own brushes and you’ll always be ready for a touchup. You never know when a makeup mishap will strike and our BYOB Brush Set

flawless, natural, finish. You won’t look like you’ve had a drop of alcohol! But you’re own your own with your behavior.

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has exactly what you need.