Consumer Summary Brand Manifesto Logo &Typeface Name Palette
Consumer Summary
Elseve is for women who are practical, urban and
like to take care of their hair. They are women
driven by the price during purchase, but who seek
products with quality. They do not have time
between work and family or enough income to
attend beauty salon weekly, so, Elseve becomes
the solution and she can treat her hair at home.
They consider the products affordable and of high
performance.
Although Elseve is considered by consumers a
synonym of quality, beauty, glamour, trust and
superiority over other brands, consumers do
not awaken by the loyalty of the brand. They
often test several brands and even use more
than one at the same time. Elseve does not fall
into the category of “personal bond”, but
“active membership”.
Brand Manifesto
We are a brand that respects the diversity and unique beauty of
each woman. Together, we can achieve a physical and emotional
transformation, boosting your self-esteem. The result is pride in
your own uniqueness. We want to universalize beauty. We want
to help you face the world with confidence. We want you feel
your value as a unique person. We will bring you innovation,
because we are addicted to innovation. We love design and
fashion. We master the lastest technologies before anyone else.
We make beautiful hair, but our impact goes beyond. We rely on
our experience. We are young at heart and higly social. We
strive for perfection and never stop learning. We are passionate
about the language of hair. We exist to be at your service,
because you are our secret ingredient.
You’re worth a lot
Shortcut:
Logo &Typography L’Oréal Paris
Logo and name
The Logo of Elseve line is that of the L’Oréal brand which produces a
varied line of products and to group them into different categories,
L’Oréal creates a name for each line. Elseve represent the hair and
scalp care product category. Since its creation in 1971, the Elseve
brand has a unique logo with a single word Elseve and no graphic
part. The letters were drawn generating different angles with the aim
of conveying the feeling of mobility and thus alluding to the light and
Graphic
loose hair. The oblong form of the letters express harmony, sign
sensuality and femininity. In other words, the style of the letter
serves to highlight the meaning of the brand. The Elseve graphic
brand meets important requirements such as good shape,
adaptability and impact,
Name
The Elseve brand is sold in 150 countries. In some countries
it’s called Elseve, but in places where people speak English,
it’s known as Elvive. Elseve is also called Elvital in other
countries. This shows how L’Oreal tries to fit into different
markets. The name Elseve is a fabricated name and stands
for ease of writing and pronunciation, besides being easy to
remember and comfortable sound. It is a unique name and
clear differentiation from competitors. The name also
conveys the company’s values: quality, innovation, trust and
effectiveness. Therefore, the name Elseve has a high level of
disclosure for the company segment.
Palette
Silver graphic
As one of the lines of L’Óreal Paris, the Elseve
sign
name presents the same color palette as it’s
“parent company”. Black and white in a
combination of letters and background. The
graphic sign appears in gold or silver. This palette
conveys a sense of luxury, elegance, brightness
and opulence, aligning with the company’s values:
respect, effectiveness, integrity, quality and safety.
Golden graphic
sign
