Transforming a new mindful luxury beauty brand
Brazilian-American fashion and beauty entrepreneur, Camila Coelho and Luxury Brand Partners collaborated with Pearlfisher to create, Elaluz – a mindfully luxurious beauty lifestyle brand that features a collection of Camila’s most coveted products, spanning skincare, makeup, hair care and more.
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Inspired by the brand name, Elaluz, meaning “She is light,” in Camila’s first language, Portuguese, Pearlfisher designed each product to help empower everyone to find their light and shine it out to the world – to radiate their confidence and be their true self. We sought to use strong storytelling and emotional depth to create a bold and resonant message for Elaluz, focusing on the core brand values of inclusivity sustainability and transparency.
Elaluz’s packaging design is inspired by Camila’s radiant personality and embraces her roots in Brazil. The brand’s sophistication is reflected in every detail, from the warm color palette to the matte copper adding a touch of elegance to the packaging design.
The word mark is made up of bespoke letterforms that flow from thick to thin strokes with a chic ligature connecting the ‘a’ and ‘z’ together to give a sense of movement and balance. The story of illumination is dominant throughout the brand with the use of gradients which conveys the way light is transmitted and is transformed into color.
The use of lower-case fonts and simple packaging, paired with shimmering hints of copper and Portuguese phrasing add to the premium feel and elegance of a design infused with light, subtlety and sophistication and embracing Camila’s inimitable style and influence.
The design for Elaluz is light and gives a fresh, radiant look within a world of luxury skin care and cosmetics.
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