AURA Luxe Cosmetics
premium beauty brand identity and packaging system
A unified brand identity and packaging system crafted for a premium skincare line, covering logo development, visual language, colour strategy, packaging architecture, and production ready artwork preparation.
AURA Luxe Cosmetics
premium beauty brand identity and packaging system
A unified brand identity and packaging system crafted for a premium skincare line, covering logo development, visual language, colour strategy, packaging architecture, and production ready artwork preparation.
AURA Luxe Cosmetics
premium beauty brand identity and packaging system
A unified brand identity and packaging system crafted for a premium skincare line, covering logo development, visual language, colour strategy, packaging architecture, and production ready artwork preparation.
Project Overview
AURA Luxe is a premium skincare line focused on radiant, active-based formulations. The project required a cohesive brand identity and packaging system that communicates luxury, trust, and scientific efficacy. My responsibility included visual strategy, design direction, and complete packaging development for market-ready production.
Project Overview
AURA Luxe is a premium skincare line focused on radiant, active-based formulations. The project required a cohesive brand identity and packaging system that communicates luxury, trust, and scientific efficacy. My responsibility included visual strategy, design direction, and complete packaging development for market-ready production.
Project Overview
AURA Luxe is a premium skincare line focused on radiant, active-based formulations. The project required a cohesive brand identity and packaging system that communicates luxury, trust, and scientific efficacy. My responsibility included visual strategy, design direction, and complete packaging development for market-ready production.
Brand Positioning & Design Objectives
Brand Positioning & Design Objectives
AURA Luxe required a visual language that could balance premium elegance with clinical credibility.
The core design objectives were:
-
Establish a refined, modern identity that appeals to luxury skincare audiences
-
Create a cohesive packaging system across jar, label, and box formats
-
Build a feminine yet clinically reliable colour direction
-
Ensure production-ready dielines for seamless manufacturing
-
Maintain brand consistency across all touchpoints
This foundation shaped the logo, typography, colour strategy, and packaging architecture.
Colour palette
Typography
Pink Satin Texture
AURA Luxe required a visual language that could balance premium elegance with clinical credibility.
The core design objectives were:
-
Establish a refined, modern identity that appeals to luxury skincare audiences
-
Create a cohesive packaging system across jar, label, and box formats
-
Build a feminine yet clinically reliable colour direction
-
Ensure production-ready dielines for seamless manufacturing
-
Maintain brand consistency across all touchpoints
This foundation shaped the logo, typography, colour strategy, and packaging architecture.
Typography
Pink Satin Texture
Colour palette
Logo Development
Logo Development
The AURA Luxe identity was built around a minimal, typographic logomark designed to feel high-end, confident, and timeless.
-
Serif typography for elegance and premium appeal
-
A balanced typographic monogram allowing flexible use across formats
-
A circular emblem structure for strong brand recall on small packaging
-
Clean geometry to support both print and digital applications
The AURA Luxe identity was built around a minimal, typographic logomark designed to feel high-end, confident, and timeless.
-
Serif typography for elegance and premium appeal
-
A balanced typographic monogram allowing flexible use across formats
-
A circular emblem structure for strong brand recall on small packaging
-
Clean geometry to support both print and digital applications
The AURA Luxe identity was built around a minimal, typographic logomark designed to feel high-end, confident, and timeless.
-
Serif typography for elegance and premium appeal
-
A balanced typographic monogram allowing flexible use across formats
-
A circular emblem structure for strong brand recall on small packaging
-
Clean geometry to support both print and digital applications
Colour Palette & Typography
Colour Palette & Typography
Colour Palette
The palette blends soft femininity with premium cosmetic tones:
FEECF6 - Light Petal Pink
F05880 - Soft Blush Pink
FFDAEC - Mild Rose Pink
F73772 - Primary Brand Pink
EA186A - Deep Berry Pink
Typography
The AURA Luxe wordmark was not taken from a standard typeface. I developed a custom serif logotype by using Bodoni as the structural base and then manually redesigning every letterform to enhance luxury and modern refinement.
-
Adjusted stroke contrast and vertical stress for a more contemporary aesthetic
-
Redesigned the curves, terminals, and crossbars for a softer feminine character
-
Created custom ligature interactions in A-U, L-U, and R-A to form a distinctive, flowing visual rhythm
-
Refined proportions to ensure high legibility at both small and large scales
-
Optimized the logo for print production, foil stamping, and digital clarity
Colour Palette
The palette blends soft femininity with premium cosmetic tones:
FEECF6 - Light Petal Pink
F05880 - Soft Blush Pink
FFDAEC - Mild Rose Pink
F73772 - Primary Brand Pink
EA186A - Deep Berry Pink
Typography
The AURA Luxe wordmark was not taken from a standard typeface. I developed a custom serif logotype by using Bodoni as the structural base and then manually redesigning every letterform to enhance luxury and modern refinement.
-
Adjusted stroke contrast and vertical stress for a more contemporary aesthetic
-
Redesigned the curves, terminals, and crossbars for a softer feminine character
-
Created custom ligature interactions in A-U, L-U, and R-A to form a distinctive, flowing visual rhythm
-
Refined proportions to ensure high legibility at both small and large scales
-
Optimized the logo for print production, foil stamping, and digital clarity
Colour Palette
The palette blends soft femininity with premium cosmetic tones:
FEECF6 - Light Petal Pink
F05880 - Soft Blush Pink
FFDAEC - Mild Rose Pink
F73772 - Primary Brand Pink
EA186A - Deep Berry Pink
Typography
The AURA Luxe wordmark was not taken from a standard typeface. I developed a custom serif logotype by using Bodoni as the structural base and then manually redesigning every letterform to enhance luxury and modern refinement.
-
Adjusted stroke contrast and vertical stress for a more contemporary aesthetic
-
Redesigned the curves, terminals, and crossbars for a softer feminine character
-
Created custom ligature interactions in A-U, L-U, and R-A to form a distinctive, flowing visual rhythm
-
Refined proportions to ensure high legibility at both small and large scales
-
Optimized the logo for print production, foil stamping, and digital clarity
Packaging System Overview
The packaging system was developed to maintain consistency across product types while emphasising the brand’s premium positioning.
Primary jar packaging design
Vertical and horizontal panel systems for ingredient details
Structured hierarchy for usage instructions and regulatory text
Harmonised colour usage between jar and outer box
Packaging System Overview
The packaging system was developed to maintain consistency across product types while emphasising the brand’s premium positioning.
Primary jar packaging design
Vertical and horizontal panel systems for ingredient details
Structured hierarchy for usage instructions and regulatory text
Harmonised colour usage between jar and outer box
Packaging System Overview
The packaging system was developed to maintain consistency across product types while emphasising the brand’s premium positioning.
Primary jar packaging design
Vertical and horizontal panel systems for ingredient details
Structured hierarchy for usage instructions and regulatory text
Harmonised colour usage between jar and outer box
Packaging Architecture & Dielines
Jar Label Dieline
Box Packaging Dieline
Packaging Architecture & Dielines
Jar Label Dieline
Box Packaging Dieline
Packaging Architecture & Dielines
Jar Label Dieline
Box Packaging Dieline
Product Visual Execution Wall
Product Visual Execution Wall
Product Visual Execution Wall
Role
Lead Brand Identity & Packaging Designer
(Brand Strategy · Packaging Architecture · Visual Language Development · Motion Graphics)
Role
Lead Brand Identity & Packaging Designer
(Brand Strategy · Packaging Architecture · Visual Language Development · Motion Graphics)
Tools
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Year
2023
Role
Lead Brand Identity & Packaging Designer
(Brand Strategy · Packaging Architecture · Visual Language Development · Motion Graphics)
Tools
Year
2023
Tools