Upfront Cosmetics is a health and beauty company that aims to empower you with decisions based on understanding. They believe ingredients should be as easy to understand as they are to ingest. Each product is free from silicones, parabens, sulfates, synthetic fragrance, mineral oil, petroleum, & animal ingredients.
As an early stage startup Upfront Cosmetics was growing. With sales from local markets and increasing demand in the region, it was time to develop a brand strategy that would allow the company to scale at their own pace. It was important that all solutions be sustainable and plastic free.
As creative director, I was responsible for designing the Logo design/brand identity along with the family of packaging. Recognizing the recurring theme of water I used watercolour paint as the background for each packaged product, resulting in a colourful packaging design system that would be simple to update and add to as the products change over time and seasons .
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