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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TIPSY
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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TIPSY
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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TIPSY
BRAND GUIDELINES
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
4.0.2 Letterhead 4.0.3 Invitation 4.0.3 Envelope 4.0.4
Shopping Bag
Collateral
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BRAND GUIDELINES
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.
TIPSY
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
TIPSY
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
TIPSY
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.