N Y X brandbook 1 E X I S T I N G B R A N D NYX’s current brand doesn’t have a real voice in the industry. They are a staple brand at drug stores in over 70 countries, yet they are not highly regarded as a must have beauty brand by cosmetics insiders. They offer a wide range of vegan-friendly products and recent- ly partnered with Coachella offering festival looks at their pop-up stand at the wildly fa- mous festival. The brand is well known but needs thier own makeover to stand up next to growing beauty brands with new standards. 2 O N W A R D & U P W A R D NYX is a cosmetics brand without a real voice in the growing cosmetics industry. Through this rebrand NYX will represent the beauty in simplicity as well as beauty in expression. NYX is sophisticated yet playful, like the product and thier clientel. 3 WE ARE youthful clean childish sterile joyful ingenuine pretentious overwrought unattainable pompous weak contemporary expressive sophisticated daring without being human beautiful traditional 4 A M O O D 5