Maven Beauty - Basic Beat
Maven Beauty was Fashion Nova's first foray into creating an affordable beauty brand from the ground up. Launched in 2020 with the Basic Beat collection, the line featured five types of cosmetics in a range of shades. The brand’s launch was supported by social media and PR campaigns, focusing on user-friendly, in-house videos and user-generated content to engage customers. The packaging and components drew inspiration from bold, psychedelic designs, with a vibrant color scheme of bright orange paired with striking black-and-white stripes.
Basic Beat Branding
Basic Beat Packaging
Maven Beauty Sprays
Maven Beauty also launched a rose water scented setting spray and a prep-and-refresh spray, designed with packaging that combines the rich red of a rose with Maven's signature orange. I combined hand drawn and digital elements for use on the packaging. To maintain consistency with the brand’s previous aesthetic, I designed the logos using a psychedelic vintage typeface, staying true to Maven’s bold and distinctive style.
Maven Beauty 3D Cheek Colors
Maven Beauty's Cheek Colors were designed with a minimalist color-block aesthetic, where the compact's hue matched the specific shade inside. To add depth and dimension to the design, we incorporated a 3D Maven logo onto both the pan and lid, enhancing the overall look and feel of the product.
A significant part of Maven Beauty's online presence is driven by user-generated content from social media influencers. For each collection launch, we designed custom PR packaging to distribute Maven products to a diverse group of influencers worldwide.