Yellow Packaging and Bold Typography Make This Cosmetics Line Stand Out

by Natalie Mouradian on 12/04/2017 | 2 Minute Read

In the cosmetics world, the color white dominates the landscape. That’s why seeing this bright and sunny packaging for ASARAI is a breath of fresh air. Designed by Mousegraphics, this new cosmetics brand wants to bring some quirky fun into an otherwise oversaturated market.

“The brief: ‘Launch a new line of cosmetics with packaging that will differentiate our brand in a highly competitive market.’

The target consumer: USA market as well as international consumers.”

“The design: We branded the line based on two basic design elements which cooperate towards one, distinct and strong brand identity: a bright and unusual yellow color, and a bold typeface and its dynamic visual use on the packaging. The name of the brand, ASARAI, dominates the all-yellow surface of each product container in straight, imposing linearity but is introduced on the outer tubular box of each product as a quirky play of and on the design lexicon: every time the tube’s upper part closes on the lower one it fit’s differently. The brand name letters are thus fragmented, rearranged, visually cut and conceptually completed by chance. Such a flowing use of the design reflects a dynamic and confident perception of the brand name and its values.”