Época Cosméticos, a well-known Brazilian beauty brand, recently revealed a new logo and visual identity, shifting towards a more vibrant and modern look. Established in 1990 and acquired by the Magazine Luiza Group in 2013, Época offers a broad range of beauty products, including skincare, makeup, haircare, and fragrances, with over 16,000 items. The rebranding, developed by Plau Design, aligns with the brand’s goal of evolving alongside its audience while maintaining its strong presence in the market.
The previous logo was simple, with clean lines and neutral colors. The word “ÉPOCA” stood out in a modern, clear font, with a pink square around the “O,” adding a touch of femininity to the design. The overall look was sleek and emphasized the brand’s premium feel.
In contrast, the new logo brings a more approachable and friendly vibe. The typeface is rounder and softer, creating a warmer, more accessible feel. This shift aims to deepen the brand’s connection with a broader audience. A notable addition is the playful eyelash detail above the “e,” tying the design to the beauty industry and reinforcing the focus on cosmetics.
The color palette has evolved from neutral tones to a rich, vibrant pink. This new color injects energy and youthfulness into the brand, positioning Época as modern and lively in the competitive beauty market.
The custom typeface, created by Plau Design, plays a central role in the updated identity. The unicase design, where all letters are aligned at the same height, gives the logo a distinct and memorable feel. The rounded shapes and balanced proportions offer a playful yet professional appearance. The new typeface works well across various platforms, from packaging to digital media.
By removing the sharper, angular elements of the previous logo, the new design feels more fluid and dynamic. The softer shapes and the minimalist eyelash detail add character without complicating the overall look.
Época’s new logo marks a significant shift from its previous design. With a more playful typeface, beauty-related elements, and a bold color palette, the brand aims to stay ahead in the beauty industry while reaching a younger, more diverse audience. The refreshed identity showcases Época’s commitment to innovation and relevance in a rapidly changing market.
