# Gen Z-Targeting Makeup Brands Marta Veludo & Another Studio Produce a Whimsical Brand Identity By Kalin Ned | Published 2018-09-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/whimsical-brand-identity References: [behance.net](https://www.behance.net/gallery/65841941/Soda-Makeup) & [letu.ru](https://www.letu.ru/catalog) Amsterdam-based graphic designer and art director Marta Veludo partnered up with Another Studio in the production of a whimsical brand identity that is geared toward marketing makeup to Generation Z. The project was commissioned by Russian cosmetic retailer L'Etoile. Entitled 'Soda,' the creatives worked on a visual identity through marketing materials and packaging design, as well as content production and social media strategy. The result is an absolutely whimsical brand identity that speaks to Generation Z through "creativity [and] self-expression." The graphics communicate a bouncy and care-free attitude that visually engages the potential consumer. Informed by Gen Z values, Marta Veludo and Another Studio attempt to leave Soda's whimsical brand identity with an open colorful mindset and without ties to gender. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 97% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Whimsical Brand Identity:** The production of a whimsical brand identity is a disruptive innovation opportunity for brand identity firms. - **Gen Z Marketing:** Marketing to Generation Z through visual engagement, creativity and self-expression presents an opportunity for digital marketing firms. - **Genderless Marketing:** Creating genderless marketing strategies and brand identities presents an opportunity for marketing firms to appeal to diverse audiences. ### Sectors Adopting This - **Brand Identity Firms:** Producing whimsical brand identities is an opportunity for brand identity firms to stand out in the crowded market. - **Digital Marketing Firms:** Developing marketing strategies that resonate with Generation Z through visual engagement and creativity presents an opportunity for digital marketing firms. - **Marketing Agencies:** Creating genderless marketing strategies that resonate with diverse audiences is a disruptive innovation opportunity for marketing agencies. ## Related on Trend Hunter - [Gen Z-Focused Packaging Enhancements](https://www.trendhunter.com/trends/free-the-birds.md) - [Gen Z Cosmetic Brands](https://www.trendhunter.com/trends/sugar-cosmetics-1.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md) - [Gen Z Bubble Tea Branding](https://www.trendhunter.com/trends/joyba-1.md) - [Sensorial Beauty Brands](https://www.trendhunter.com/trends/playful-fragrances.md) - [Youth-Oriented Beauty Branding](https://www.trendhunter.com/trends/youthoriented-beauty.md) - [Bodacious Soda Ranges](https://www.trendhunter.com/trends/tango-zerod.md) - [Premium Next-Gen Juices](https://www.trendhunter.com/trends/loom.md) - [Targeted Plant-Based Cosmeceuticals](https://www.trendhunter.com/trends/id-skin-identity.md)