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 Their outdated packaging and brand image cost them their contract with Sephora–a “makeover” was needed to become more relevant and competitive.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.