Benefit was born in 1976 as a trailblazing beauty brand in the heart of San Francisco by twin sisters Jean and Jane Ford, twin sisters. The brand was built to shake up the status quo and redefine beauty as whatever makes you feel good.
Thought many of its products have been successful for a half century, many consumers have been unaware of the brand behind the bestsellers. Wolff Olins partnered with Benefit’s creative and executive leadership team to clarify and define the true spirit of the brand and reflect Benefit’s philosophy — “beauty should lift people up.”
The new positioning: Ignite Joy. That concept drove the design team to take inspiration from the best of Benefit’s existing visual identity and modernize it for new contexts, seeking the right balance between the brand’s innovation and its playful personality.
The refreshed logo can now abbreviate, reshuffle, and even wink. Inspired by Benefit’s origins as The Face Place — and as a nod to the twin founders — graphic shapes make up an endlessly adaptable set of cheeks, eyes, brows, and lips to configure a face.
This system equips the parent brand with a vibrant ‘Beneverse,’ made for igniting joy at every touchpoint – from campaigns to in-store and online experience, to identifiable packaging designs.
