CARGO COSMETICS

REDESIGN and REBRAND

The Canadian cosmetic brand, Cargo, needed a new look and brand message. Their outdated packaging and brand image cost them their contract with Sephora–a “makeover” was needed to become more relevant and competitive. I created a new story and voice for Cargo that included logo design, primary and secondary packaging and brand direction at RPG. The new Cargo needed to be adventurous, fun, and a little irreverent for the 18-32 year old market. Cargo's roots, "Your make-up is your Cargo...Take it everywhere" helped to shape the new brand story. Below are a sampling of presentations, inspirations, and processes I worked through to redesign Cargo's look.

Following are four directions for Cargo’s new look. Each with subtle, yet defining differences, designed to reach Cargo's intended audience. The final Cargo rebrand is the love child of these initial concept directions.

A simple, feminine logo and carefree, but cool, brand story was created to attract the bullseye target customer, age 24. She uses beauty and fashion as an extension of her personality. It is a way of expressing her individuality and anti-commercial attitude. Cultural expression and understanding is very important to her.

Chloe is the Enlightened Traveler. She is a trendsetter and taste-maker who doesn't need to be over-the-top. Individual: she is cool, determined, and completely secure in her own skin. Fun and a little irreverent, she travels the globe seeking out new adventures and experiences. Chloe embodies Cargo's new look and logo.

Illustrators, Bernadette Pascua (above) and Meegan Barnes, were recommended to Cargo to help define a subtly cool, free-hand, approach to Cargo's new brand language. Primary font, Mr. Eaves, with its multiple alternate feminine and masculine styles, was suggested to create a bold and layered voice.

Each package has an illustrated landscape of iconic buildings and countrysides from around the world. Illustration by Bernadette Pascua

Hot stamped silver foil on paper reminiscent of watercolor. Dreamy and delicate city and country horizons in washed out grays and blacks create a fluid landscape along all box shapes.

Rendering of packaging concepts by RPG

Cargo secondary packaging: Before and After