The Canadian Cosmetic, Toiletry and Fragrance Association was in need of a totally new brand identity. Their name was long, with outdated terminology. Their logo did not reflect the beauty and personal care category that they represented.
Haft2 lead a collaborative naming process, and association members overwhelmingly endorsed Cosmetics Alliance Canada. A new visual identity was created with a clean, simple, and compact aesthetic and an interconnected floral shape. The new look expressed a simple yet bold and modern approach. The tagline, “The voice of Canada’s Personal Care Products Industry”, clearly defined the role of the organization. Once the new identity was approved, the new look was implemented across channels including website, social media, and collateral materials.
Launched in 2017, the organization has received outstanding support from its members on the name and identity. Our client reports: “The name, logo, look and feel continues to delight members and stakeholders. Seriously, everyone is very pleased with the rebranding and how the equity is coming to life on the website and other communications.” – Susan Nieuwhof, Director, Media & Communications.