Wet and Wild is a value cosmetics brand that has been around since 1979. The brand brings afforable beauty products to the drugstore market while constantly launching new trendy products. I noticed that Wet and Wild’s permant range of packaging felt very disconnected from many of the brand’s trendy new releases. This rebrand aims to unite all aspects of the brand, appeal to new customers, and reivigorate the brand’s image so people aren’t purchasing the products just because of their low price point.