Rimmel: A Glamorous Makeover

Refreshed visual identity, campaign, graphic toolkit, art direction and in-store retail system for the iconic beauty brand. Rimmel’s makeover was designed to re-engage, educate and navigate customers in-store. By providing Rimmel with clear photography guidelines using real models, a graphic language was based around the ‘LL’ framing device. Identity used across in-store units with updated photography, test strips, fonts and tone of voice.