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Rebrand Items:

shopping bag

VIB cards

VIB cards holder

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To improve the current Sephora adverse visual effect created by overused black and white stripes and overall old-fashioned design, I am going to start redesign with the color palette, then the presentation. Customers would have a more relaxed and enjoyable shopping experience to be in a cosmetic store that was stylized in a simple, bright and minimal way, so I would like to rebrand Sephora with a pressureless, modern and light concept. I want to get rid of the black and white stripes and use geometric shapes in bright colors on a white background to instead. Also, I aim to keep everything simple in the redesign process, because I want customers to focus on the products but not decorations of the branding. For the presentation redesign, shopping bag and VIB cards are good to start with. I will change the material of the shopping bag, from coated paper to heavy matte paper, and also use bright colors, with typography as the main design element. For the VIB card, I prefer a transparent plastic card, with simple but attractive typography to highlight the whole concept.