A playful cosmetics identity with a consistent visual language
CHIOTURE is a Chinese cosmetics brand sold locally and through online marketplaces. I developed its visual identity and packaging system to unify the product range and create a recognisable presence across customer touchpoints.
Challenges
Bring consistency to a varied cosmetics range while creating a visual style relevant to a young audience. The identity needed to feel playful and energetic without compromising product clarity.
The system also had to work beyond individual packs, connecting product presentation, delivery packaging and outdoor communication through recognisable brand elements.
Solutions
I combined a palette inspired by sunrise, blossom and sweet pastel colours with neutral sans-serif typography, balancing expressive graphics with clear information.
I emphasised the “O” in the logotype and developed pictograms to distinguish product lines and shades. Consistent colour, typography and graphic elements unified the packaging range and extended into branded parcels and advertising layouts, with compositions adapted to each application.
