Power in Every Shade
Brand and Packaging
System Redesign
Lipstick Queen was restructured into a scalable brand system that strengthens logo performance, clarifies packaging hierarchy, and
supports contemporary self-expression.
The redesign establishes a cohesive visual language that aligns product form, packaging, and narrative strategy under a unified identity.
PROJECT TYPE
Brand Identity System & Packaging Redesign
ROLE
Brand Strategy, Visual Identity, Packaging System, Product Form Development
FOCUS
Visual System Design, Logo Scalability, Packaging Hierarchy, Product Form Development
Design Problem
The original Lipstick Queen packaging relies on a long wordmark, detailed iconography, and bold patterns across small-format products. At lipstick and liquid-lip sizes, the logotype competes with background patterns, creating visual clutter and reducing legibility.
Additionally, the crown icon includes fine details and heavy letterforms that lose clarity at small sizes. This limits consistency and readability across packaging applications.
Design Strategy
SCALABILITY & SMALL-FORM CLARITY
The redesign prioritizes scalability and legibility across small-format cosmetics, reducing visual noise while preserving the brand’s luxury positioning.
The brand mark was simplified while maintaining core identity. The letter “Q” and crown were retained as the primary symbol, reinforcing the “Queen” concept without reliance on the full wordmark. The letter “L” was removed, as the product form itself clearly communicates the lipstick category.
A stacked logo system improves hierarchy and legibility at small sizes. Patterns and background treatments were refined to keep the logo as the focal point. Inspired by the chess queen, the system builds a narrative identity while remaining flexible across global applications.
Mood-Board
Lipstick On. Game On.
Inspired by chess symbolism, Renaissance elegance, and high-contrast black-and-white compositions, the visual system explores themes of power, structure, and self-expression. These references informed a disciplined graphic language balancing bold geometry with refined detailing.
Logo Construction
The logo was constructed using geometric alignment principles to ensure optical balance, scalability, and consistent reproduction across print and digital formats.
Final Logo System
Typeface Exploration
Several typographic directions were evaluated to test hierarchy, legibility, and brand personality across small-format packaging and digital contexts.
Final Typeface System
The final type pairing balances authority and elegance, reinforcing brand recognition while maintaining clarity at scale. The system supports consistent performance across product, packaging, and marketing applications.
Colors & Patterns
PRIMARY & SECONDARY
A high-contrast black-and-white palette paired with chess-inspired patterns establishes a bold, confident visual foundation. The restrained color system improves legibility while allowing pattern and form to communicate hierarchy, symbolism, and brand character across packaging and digital applications.
Black & White
Brand Variations
To support Lipstick Queen’s position as a global brand, this exploration adapts the core concept across different cultures, age groups, and market contexts. While the central idea remains consistent, subtle variations in form, visual emphasis, and product presentation were explored to increase relevance and market flexibility.
These directions informed subsequent sketching, 3D modeling, and packaging development before narrowing down to a final system.
Product Sketches
Early product sketches explored form, proportion, and opening mechanisms inspired by the chess queen. The focus was on silhouette clarity, ergonomic handling, and translating symbolic references into functional packaging forms.
3D-Models
ADOBE ILLUSTRATOR
A series of 3D form explorations translated early sketches into dimensional models, testing proportion, balance, and opening mechanisms. These iterations informed the final silhouette by evaluating ergonomics, visual weight, and brand consistency.
PICKS
Selected Product Forms
3 of 12 Concepts
From twelve initial form explorations, three product architectures were refined based on ergonomic balance, structural stability, and brand alignment. Each selected form maintains the signature feminine curvature while adjusting proportion and grip dynamics to support different usage contexts.
ADOBE DIMENSION
MODEL I
Balanced Contour Form
This form emphasizes symmetrical curvature and centered weight distribution to ensure stable grip comfort during application. The gently contoured body fits naturally in the hand, while the twist mechanism allows intuitive right or left rotation for opening and closing. A matte finish with subtle tactile texture enhances control and creates a soft, tangible connection between the product and the user.
Elongated Signature Form–
Graphic Emphasis Variant
MODEL II
This variation retains the ergonomic structure of the balanced contour form while amplifying visual presence through stronger logo integration and high-contrast black finishes. The enhanced graphic treatment reinforces brand recognition and creates a more dominant shelf expression without altering the underlying product architecture.
MODEL III
Compact Functional Variation
This variation introduces a square body architecture inspired by the chessboard pattern central to the brand narrative. The geometric form strengthens visual unity between strategy, storytelling, and surface graphics while maintaining ergonomic usability.
Unlike the rotational mechanism of previous models, this version proposes a push-based dispensing system. Pressing the color head releases the lipstick, while the detachable top grip secures closure. The flat surfaces enhance stability, prevent rolling, and improve spatial organization, ensuring secure placement on surfaces and efficient retail shelf alignment.
Packaging Application Exploration
Four packaging applications were developed across light and dark color systems to evaluate brand flexibility and visual consistency. Each direction tested logo placement, pattern integration, material expression, and chessboard-inspired geometry.
Lighter palettes targeted younger audiences, while darker treatments addressed more mature markets—demonstrating how the system adapts to different demographics without compromising brand identity.
Exploratory Direction
VARIATION I
This variation explored a clean white-on-white system to create visual cohesion between the product and its packaging. The subtle pink curvature referenced both the lipstick form and a queen-inspired silhouette.
While visually refined, structural limitations introduced ergonomic and durability concerns, reducing functional performance compared to later iterations.
VARIATION II
Exploratory Direction
Explored a heritage-driven pattern combining chessboard geometry and crown symbolism, rendered in fine lines to evoke feminine luxury. While cohesive and scalable across shades, the restrained contrast reduced immediate shelf differentiation.
VARIATION III
Exploratory Direction
Developed a logo-driven packaging system by scaling the “Q” mark into a dominant graphic pattern. The curved form reinforces femininity and references the soft texture of lipstick, while the adaptable color reflects the shade inside the package for immediate shelf recognition. The high-contrast dark background enhances visibility, allowing buyers to quickly identify their preferred shade.
VARIATION IV
Final Core
Refined the chessboard-inspired palette into a bold black-and-white system with thicker, cleaner lines to modernize the heritage reference. The oblique geometry echoes the angled cut of a lipstick tip while increasing contrast for stronger shelf differentiation. A single accent square serves as a focal point to indicate shade, enabling quick color recognition without disrupting the graphic system.
Final Product Variations
The Lipstick Queen packaging system was built around a scalable core identity supported by two market adaptations. While the core system establishes strong brand recognition, Adaptation I emphasizes color-driven expression, and Adaptation II introduces a refined heritage pattern. Together, these variations demonstrate flexibility while maintaining a cohesive brand presence.
ADAPTATION I
Logo Driven Expression
Scaled the “Q” mark into a dominant graphic pattern, reinforcing femininity and shade recognition through adaptable color integration. This direction emphasizes brand recognition and visual immediacy.
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ADAPTATION II
Heritage Pattern Expression
Refined a chessboard-inspired pattern incorporating crown symbolism through fine-line detailing to evoke feminine luxury.
While visually cohesive and scalable, the restrained contrast positions this direction as a more subtle market adaptation.
CORE SYSTEM
Black & White Bold Stripe
CORE PACKAGING DIRECTIONS:
The bold black-and-white striped system was selected as the brand's foundation. Its strong contrast, angled geometry, and clear shade indicator establish a scalable and visually dominant packaging identity.
MARKET ADAPTATIONS:
To support diverse cultural preferences and demographic segments, the core visual language was extended into alternative expressions while preserving brand cohesion.
Born to Rule, Styled to Shine.
Final Selected Packaging System
