ESSIE: Go Anywhere, Do Anything Makeup

As part of a project in my packaging design class, I created a line of "on-the-go" makeup products for the popular nail polish brand Essie. 

The colorful travel inspired packaging that I designed tells the story of Essie's "Go Anywhere, Do Anything Makeup." 

I drew inspiration for the patterns on the packaging as well as the shape behind the logo from the organic shapes and lines found in topographic maps. Since the abstracted topographic map patterns were such a subtle nod to the travel/ on-the-go theme, I reinforced the idea through the language of the content. Words like "quick, jet, and staying" in the titles of the products invoke the idea that the cosmetics are long lasting and easy to use in a rush. I decided to create the secondary copy on the back of the packaging differently as well. The product descriptions and directions for use include cheeky nods to scuba diving, hiking, and public transportation which reinforces the idea that these products can go with you anywhere while you do just about anything. 

Quick Stick: Lip, Cheek, and Eye Cream Stick

The Essie girl is adventurous and always on the go. The Quick Stick can be used as blush, eyeshadow, and a lip tint, making it perfect for travel.  

Jet Set: Makeup Setting Spray

The Jet Set makeup setting spray helps makeup stay put all day long and minimizes the hassle of reapplying throughout the day. 

Staying Power: Waterproof Mascara

Staying Power mascara is waterproof and smudge proof so that one application lasts all day and through any activity. 

The Unboxing Experience

I wanted to see what it would look like if someone were to order Essie's makeup line and have it shipped to them. 

I wanted the outside of the box to be much more subtle than the rest of the elements within the line so that bold and colorful products inside would remain the focus of the unboxing experience. I achieved this by creating a toner transfer of the Essie makeup motto along with an outlined version of the topographic map pattern. 

The inside of the box has the same image shown on the front but in full color. The contents are wrapped in bright tissue paper and enclosed with a sticker with the Essie logo. To make the experience feel more personal and exciting, the products come in a makeup case along with travel themed stickers. The invoice also feels personal and special because it follows the bright and fun theme.