Aura Cosmetics
The
Concept
I conceptualized and developed the branding & packaging for Aura Cosmetics, a custom skincare-infused makeup brand. Consumers choose up to two skincare ingredients in their makeup products, creating a personalized, tailored solution to their skin’s needs. Targeting a previously unmet niche in the beauty industry, Aura not only enables users to customize products according to their skin needs but also enhances and protects with high-quality ingredients. By offering convenience and affordability, Aura’s goal is to transform everyday beauty routines into customized skincare experiences, making premium skincare accessible without compromising on quality. This brand redefines beauty standards by blending personalization with functional luxury, aiming to set a new benchmark in the market.
Role
Branding & Packaging Designer
Tools Used
Illustrator, Photoshop, Dimension
Length of Project
9 weeks
Moodboard
The first step of the creative process was to create a moodboard and look for inspiration. Focusing on the packaging, my design direction was focused on minimalism, light and neutral color palettes, label design, and unique packaging shapes that would set Aura apart. I was also inspired to create a marble-like texture, which would enhance the sophisticated, premium feel to the brand.
Branding
Logo Design
The logo design for Aura focuses on minimalism and meaningful detail. The letters “a” and “u” connect, and the “r” and “a” meet, symbolizing the brand’s commitment to inclusivity. With an elegant and feminine aesthetic, the logo’s smooth lines show sophistication and resilience. Aura stands for more than beauty; it’s about empowering every woman with customized skincare that celebrates their unique needs. This logo isn’t just a logo; it’s the essence of Aura’s mission to offer personalized care and celebrate individual beauty.
Color Palette
A deep purple takes the center stage as the main brand color, symbolizing the brand’s regal and sophisticated qualities. Complementary hues of soft neutrals add warmth, ensuring the palette feels both high-end and welcoming.
Typography Choices
The brand’s fonts were chosen with purpose as well. NewYork is an elegant serif font with a timeless sophistication, while Acumin Pro’s clean, tall letterforms embody strength and modernity. These fonts compliment each other and echo the brand’s mission to empower its customers through personalized beauty solutions.
Developing the Products
After doing a deep dive into seeing what’s out there, I knew exactly what I wanted the products to look like. I chose to create a foundation, concealer, primer, setting spray, and skincare booster to represent the brand products. The design process involved sketching various shapes for each product to see which design best suited the Aura brand ethos.
Ultimately, the product lineup shaped up distinctively: The foundation and concealer share frosted glass bottles with the foundation featuring a pump and the concealer a large doe-foot applicator. The primer mirrors the foundation’s design but with its own distinct pump. Similar to the primer, the setting spray sports a glass bottle, but with a spray nozzle for a fine mist. Lastly, the skincare booster stands out with its frosted glass dropper bottle, versatile enough for mixing or solo application.
The Products
Layout
I played around with different layouts and content to see what would work best for the products.
The minimalistic layout was the best one to use, leaving a lot of empty space and breathing room to prevent overcrowding and giving off a chaotic vibe. Navigating through various versions of the marble design for the bottle caps, the first hand-drawn attempt was too rough, lacking the premium and sophisticated look I aimed for. The subsequent vector iteration was a step in the right direction, but it echoed paint splatters more than marble. The final design, however, struck the desired note: it had the natural elegance of marble, enhancing the bottles with a touch of sophistication. Marble was purposefully chosen for its metaphorical significance—just as no two patterns are identical, Aura’s products are designed for the uniqueness of each individual’s skin.
Packaging Design
In the developmental phase of the packaging, I began with the die line, then progressed to the aesthetic aspects. Drawing inspiration from pastel shades, the initial design featured the label, highlighted the two signature ingredients, and showcased a transparent ingredients list. Directions for use and insights about Aura Cosmetics was also added. Part of Aura’s philosophy is ingredient awareness—informing consumers about the effects of the ingredients they apply to their skin. I was inspired to take this approach by brands like Good Molecules and Dawn, as it aligns with Aura’s commitment to educate its consumers about its thoughtful formulations.
After receiving feedback, I updated the packaging design to maintain a more cohesive color palette across all products. Each product now features packaging that mirrors the shade of the product inside. Additionally, I realized the initial packaging lacked product claims, a common feature in cosmetics that communicates the brand’s benefits. I revised the design of every die line to include claims that reinforce Aura’s branding and communicate the unique advantages of the product.
3D Renders
Before jumping into Dimension to create the 3D products and packaging, I built the products in Illustrator first to get an idea of placement and how it would look in Dimension.
Staging
To present Aura Cosmetics as it would appear to potential customers, I crafted a series of mockups that position the products within a practical context. These visualizations aim to close the gap between concept and reality, offering a glimpse into how Aura’s products could naturally fit into the consumer’s beauty regimen. The mockups not only spotlight the brand’s aesthetic but also suggest its practical appeal in everyday use.
Reflection
Working on Aura Cosmetics has been a delightful experience, truly aligning with my love for all things beauty. It’s a project that stands out in my portfolio for its independence and the scope for creative freedom it offered. I’m particularly fond of this project because it gave me the autonomy to shape a brand from the ground up while also welcoming valuable feedback that perfected my work. While I’m content with the outcome, I see room for growth—especially in rendering the products with even more lifelike detail. Still, I take pride in what Aura Cosmetics has become and the skills I’ve refined along the way. I enjoyed every step of bringing Aura to life and would love the opportunity to expand this line further. Keep an eye out, as you might see more to come in the future.