Leslie Herring
 

Puzzle Makeup

Art Direction, UX Direction, Design

Puzzle is a small Bay Area business creating natural, affordable makeup for all women.

 

The Goal

The beauty industry is saturated with over-priced, synthetic products and images of high-gloss models. It can portray a beauty standard that is alienating and intimidating. Avital Elgaziel has dedicated her career as a stylist and salon owner to making every person who visits her Walnut Creek location feel beautiful.

She believes that feeling confident should come easy, and makeup should be affordable. When she wanted to launch a line of natural, high-quality, customized makeup products and spread that philosophy to a wider audience, First Person jumped at the chance to help introduce a brand whose core goals we believed in.

The Result

We established a brand platform that conveys the ideals Avital wanted to achieve, and how the company would differentiate itself in the market. We defined those attributes through brand messaging, as well as establishing photography styles, and initial marketing imagery.

We also created a beautiful, custom website that conveys those ideals, as well as allows women to find makeup perfect for them. Over 1,700 different makeup combinations were created so women can easily find the best combinations of eyeshadows, lipsticks, blushes for their specific features.

With a robust site that Avital can maintain herself, she has the platform she needs for her business to grow.

 

I drove half an hour because it’s the only place in my area to sell MAC, only to learn they discontinued the large (affordable) bottles, leaving me the option of buying the much smaller but almost equally expensive one. So I thought I’d look around for an alternative to MAC and perused all the other brands. I had a total of 4 employees help me, only to shake their heads. I went home with one sample. ONE. The product cost close to 70-and turned out to be too orange in daylight.
— Jennifer L.
 
Custom foundation on desktop

Custom foundation on desktop

Custom makeup form on mobile

Custom makeup form on mobile

Branding

Building on our brand messaging and the goals of the company, we endeavored to create a logo that encompassed these brand values as well as reflected the played with the unique letters of the brand. The logo needed to feel at home on packaging. The color palette needed to be feminine, but

not overly youthful, girly, or high-fashion. With a goal of reaching make-up wearers of all ages, ethnicities, even genders, the brand needed to feel approachable. We went with a pallet of royal purple, with accents of coral, teal and gold. 

Puzzle Logo

Puzzle Logo

Logo with title

Logo with title

Horizontal wordmark

Horizontal wordmark

Promotional product shot

Promotional product shot

Promotional product shot

Promotional product shot

Website Design & Development

For the website we did extensive research on competing brands, both large and small companies, as well as looked for other sites that allowed you to order custom foundation. We planned our customer journey, and created our site architecture around our two most important goals: to provide custom makeup combinations for day and night looks based on a customer’s physical features, as well as allow a customer to order custom-mixed foundation by uploading a photo of themselves for color-matching. 

I helped direct a junior UX designer through user journeys, site architecture, and wireframes. I worked with two other members of my team to create logos, refining the brand. I also art directed a junior designer to help create assets for the site. Working with two photographers, we both worked on enhancing photography for the site, using the logo as a design accent, and prepping product shots.

I was also personally responsible for all of the website copy, including working specific brand messaging in, but also maintaining a clear voice throughout the site.

For development, we needed a platform that could not only handle e-commerce, but allow for customization of the data to create over 1,700 makeup combinations. The platform also have to be intuitive to use for a novice like our client. After researching e-commerce platforms to build our

site we chose Shopify because it was the best at handling e-commerce, butcustomized the template we chose drastically, as well establish custom data combinations. We created custom forms for both ordering custom color foundation by uploading a photo, as well as getting makeup combinations. I was in charge of managing and working with the development team.

PZL_Branding_Tagline.jpg

Landing Page

Custom Makeup Landing

Custom Makeup Landing

Custom Foundation Landing

About Puzzle

Shop Categories

Custom Makeup Results

Products

Custom Makeup Form: skin-tone

Custom Makeup Form: eye color

Custom Makeup Form: hair color

Custom Makeup Form: age group