Beauty brand packaging is notorious lately for being drenched in white hues, sans-serif typography, and a lack of whimsy. However bland, it does make sense; these brands want to come across as clean and pristine as their products promise your skin will be. Yet, the ingrained flat aesthetic has created shelves of monotonous packaging that blend together, creating a sea of redundancy.
Yet, Current State is a new skincare line breaking the mold. The brand’s visual identity sits at the intersection of reliable and graphically modern, creating an aesthetic that toes the line of being perfectly loud while still being a skincare brand that consumers can trust. “The clean lines of the components themselves juxtaposed with the color blocking on the retail cartons allow the brand to have two lives: one on a retail shelf and one on your home shelf. Personally, that excites me!” states Emily Parr, Co-Founder of Current State.
