Extending the ASOS portfolio into the competitive beauty sector

  • Alex Cupial-Jones
  • Phil Marshall

Solely as an online destination it was important to find a visual identity that allowed the beauty product to stand out amongst other branded options. The final execution uses bold colours and simple, playful illustrations that represent the range of Make-Up, Beauty and Grooming products. Key to this exercise was to ensure the key brand assets had enough flex to evolve and allow for product range extension.

Balancing trend-led concepts and illustrations, with demanding production requirements

Project Tags


  • ASOS logo


    • Fashion and Textiles