Art Direction, Branding, Graphic Design

Rarekind, an iconic beauty brand founded in Korea, their main focus is lipstick and lip glosses.

Our task in this creative partnership with Rarekind was to create a visual identity from the ground up. From initial strategic positioning, to campaign propositions and primary and secondary packaging for the brand.

Visually, we developed a unique logotype with a stand out font drawn especially for Rarekind. We developed a system of brand marques, that represent the marque in different stages, one shows the marque in a still state while the second shows the mark in movement. The idea behind this was to showcase a smudge marque which represented the idea of smudged lipstick.

The brand encapsulates the playful,adventurous and energetic personality of Rarekind.


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