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ROUGE THEORY

PACKAGING DESIGN / ART DIRECTION

Woman with red lipstick beside black makeup packaging, pencils, and brushes on a light background.

ROUGE THEORY IS AN EVERYDAY-RED LIPSTICK RANGE BUILT AROUND THREE SHADE DIRECTIONS: BRICK, CLASSIC RED, AND DEEP BERRY. THE BRIEF IS TO GIVE EACH SHADE A CLEAR IDENTITY WITHIN ONE COHESIVE RANGE.

Side-facing portrait of a woman wearing red lipstick, surrounded by black cosmetics and makeup brushes.
Side-facing portrait of a woman wearing red lipstick, surrounded by black cosmetics and makeup brushes.

CONSISTENT BLACK PACKAGING BRINGS THE PRODUCTS TOGETHER, BUT SIMILAR CASES CAN MAKE THE SHADES DIFFICULT TO TELL APART. THE DESIGN CHALLENGE IS TO MAKE THAT DIFFERENCE VISIBLE WITHOUT CLUTTERING THE PACKAGING.

Close-up of a woman looking upward with red lipstick, beside black makeup pencils, lipsticks, and brushes.
Close-up of a woman looking upward with red lipstick, beside black makeup pencils, lipsticks, and brushes.

THE DIRECTION PAIRS STRAIGHTFORWARD SHADE NAMES WITH SMALL COLOUR CUES AND A CONSISTENT TYPOGRAPHIC HIERARCHY. CLOSE BEAUTY PORTRAITS CONNECT THE RANGE TO ITS COLOUR STORY, WHILE PRODUCT VIEWS KEEP THE PACKAGING DETAILS IN FOCUS.

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