Visual Identity and Brand Strategy for Benefit Cosmetics

Wolff Olins partnered with Benefit to redefine its brand purpose and visual identity, centering on the idea of ‘Ignite Joy’. Drawing inspiration from the playful irreverence of the Memphis Group, the refreshed system balances Benefit’s innovative expertise with its fun-loving personality. The result is a vibrant, flexible identity and voice that bring the brand’s feel-good beauty ethos to life across every touchpoint.