STYLISTIC FEATURES OF ECO-DESIGN IN THE VISUAL IDENTITY OF UKRAINIAN COSMETIC BRANDS
DOI:
https://doi.org/10.32782/2415-8151.2025.38.1.21Keywords:
eco-design, brand identity, packaging design, minimalism, eco-packaging, cosmetic brand, ecological brand, recycled materials, visual identity, Ukrainian brands, visual communication, environmental responsibilityAbstract
Purpose. The purpose of this article is to identify and characterize the stylistic features of eco-design in the visual identity of Ukrainian cosmetic brands, to analyze their strategies of communicating environmental values, and to outline general trends in the development of eco-oriented branding in the modern market. Methodology. The research is based on the analysis of scientific publications on sustainable design, branding, and ecological communication, as well as the study of five Ukrainian cosmetic brands (Re[Sens], to be, Sense Education Skincare, RABBITHOLE Ethical Beauty, Love&Loss). Comparative and analytical methods were applied to examine visual identity components such as color schemes, typography, packaging, and brand philosophy. Results. The research establishes that contemporary brands avoid decorative overload, preferring natural color solutions and simple typography. Domestic brands emphasize the material component of environmental friendliness – the use of recycled materials and packaging minimization – while adhering to a minimalist visual aesthetic. The combination of natural colors, clean compositions, and laconic graphic solutions shapes consumers’ perception of the brand as responsible and progressive. The consistency of all identity elements transforms eco-design into a strategic branding tool that ensures audience trust and loyalty. Scientific novelty. The study provides a systematic analysis of stylistic markers of eco-design in the context of Ukrainian cosmetics branding, highlighting the complex nature of sustainable visual identity as an element of brand positioning. It emphasizes that eco-design is not limited to packaging but extends to the entire brand image and communication strategy. Practical relevance. The obtained results can be used by designers, marketers, and brand owners to develop an effective environmentally oriented visual identity and marketing strategy for promoting an ecological cosmetic brand. The study shows that the consistent implementation of eco-design principles increases competitiveness, forms a positive reputation, and contributes to the integration of Ukrainian companies into the global market focused on the values of responsible consumption.
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