Mary Kay launched 3 limited edition products in 2018, and we were asked to create a fun vibrant design to be applied to the packaging to appeal to the next generation target audience.
The goal was attract the younger generation of 17-26 year old Asian consumers and create an opportunity to turn them into early brand adopters.
The designs were to reflect the current cosmetic trends found for teenagers up to young adults.
Inspired by the colour palette of the eyeshadows, we wanted to bring those fun and vibrant colours out on the packaging, while also adding a flash of gold foiling to catch the eye.
The pattern is very organic and it mimics carefree brush strokes. Several styles of patterns were created and then applied not only to the box packaging, but the product packaging of the bottles, brushes and palette boxes.
Each product is individual and was meant to stand out as a lone product while also fitting into the range, and accordingly the patterns found on the packaging were as well.
Scope of work:
- Creative direction
- Design and digital illustration
- Primary and secondary packaging design
- Print management