EMPOWER THE JOY IN BEAUTY

Eleven, one of the leading beauty e-commerce retailers in Scandinavia, suffered from low brand recognition among their customers as a result of an increasingly fragmented market with strong competitors. To reverse this development, Eleven needed to claim their place in the beauty sphere and reposition themselves as a premium brand.

The solution
We created a new brand identity for eleven that enhance their essence of existence - to empower the joy in beauty. The identity was shaped to establish an inspiring and meaningful relationship to their customers by encouraging a new perspective on their own beauty.

A new brand platform with strategic direction and visual components was created to make Eleven what they really are - a space with joyful beauty.

The new Eleven is inspiring and educational, and at the same time smart, modern and luxurious. A premium, lifestyle brand that makes it easier for everyone to discover and purchase products that meets the diversity of needs in the world of beauty.

Eleven’s brand identity was launched during fall / winter 2018.

MY ROLE: DESIGN DIRECTOR
SERVICE DESIGN AGENCY: ALCHEMY

CLIENT: ELEVEN