Packaging Contents: Make up Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw. A throwback to late-90s internet aesthetic Drawing inspiration from 90s teen magazine mastheads, the “Y” mark not only feels accurately rebellious but also becomes a changing container (think classic MTV logo) that introduces the idea of mixing up your makeup based on your mood. Hand-in-hand with this idea is a suite of energetic shapes and stickers rolled out across all touchpoints (packaging, product, digital) that reflect the brand’s intention to let you flex your self-expression.