Senior brand designer. Identity, packaging and visual systems.

Dubai · AmmanAvailable

Index

COMMONBeautyHearts & RosesLuxury giftingAirhub AviationAviationTuffa7a.comEducationOcriteriaFinanceAirhub AllianceAviation
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COMMON

Beauty · 2024

My role
Brand identity, packaging and art direction
Status
Commissioned
Context
Through The 400 Studio
Hand holding a COMMON lip product tied with a burgundy COMMON ribbon that carries the handwritten “soft ritual.” signature

What needed to change

Beauty shelves are loud. COMMON wanted everyday skincare and makeup that felt personal and tactile, without joining the noise.

The idea I built from

I called it a soft ritual. Burgundy, blush and kraft. A condensed wordmark. Pattern you can feel on the box. One handwritten line for warmth.

Where the system starts to work

COMMON wordmark with the Skin Rituals descriptor
COMMON “Everyday Beauty” poster set over a close up of glossy burgundy lips
Embossed burgundy COMMON shopping bag held against a burgundy wall
Stack of embossed burgundy COMMON boxes topped with a heart shaped compact
Kraft and blush COMMON business cards, one carrying the “soft ritual” signature
COMMON skincare range on a burgundy bathroom counter
Burgundy COMMON ribbon tied at the end of a braid
COMMON hand cream tubes and a blush card in a glass vessel
Kraft COMMON shampoo box between two burgundy pump bottles

What I did

  • Identity system
  • Logo
  • Typography
  • Colour and pattern
  • Packaging
  • Stationery
  • Art direction for campaign imagery

The result

One identity that stays quiet and consistent from the lipstick to the ribbon on the bag.