PUZZLE Makeup - Refresh


Avital Elgaziel, makeup artist & founder of PUZZLE, approached The Rare Form with a new positioning for her makeup line. She wanted her branding and visuals to reflect a broader age demographic, with an age-positive and irreverent attitude.


After extensive research and brand messaging development, we created an elegant & fresh brand identity system with improved legibility, while still maintaining a visual evolution from the previous logo and icon system. The brand refresh extended through the website and photoshoots with product and models.


“The Rare Form team listened to what we wanted, studied our brand & provided us with so much helpful information, suggestions, options to choose from. The work is beautiful, clean, professional — exactly what we wanted & more.”

Avital Elgaziel, founder 

View the live website at PUZZLEmakeup.com


+ brand identity refresh
+ positioning strategy
+ brand messaging
+ content shoot direction & production
+ DTC ecomm website visual refresh

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