ILLICIT FEM (BEAUTY + COSMETICS)

Illicit Fem is a bold, retro-modern beauty brand created to celebrate playful femininity with an edge. The project expands a custom daisy-driven logo into a full visual identity system, blending 70s-inspired curves with clean contemporary structure. The brand aesthetic centers on vibrant yellows, energetic corals, and expressive floral motifs, bringing a fresh, youthful personality to the cosmetics space.

The system includes logo variations, a cohesive color palette, typography hierarchy, pattern development, packaging concepts, social media assets, and a full email campaign. Designed for trend-driven beauty consumers ages 18–34, the campaign goal was to build excitement around the brand launch and convert subscribers into first-time buyers through bold visuals and confident storytelling..