C-BRIGHTENING PUTTY PRIMER
PACKAGING DESIGN: PRIMARY & SECONDARY.
E.L.F. COSMETICS
The challenge: keep it the same, but make it different. How do you make a special version of a classic, while maintaining its icon status? Make it pop.
Developed the packaging direction and design for e.l.f. Cosmetics' C-Brightening Putty Primer, their hero product infused with 2% Vitamin C. Created a cohesive visual system that communicates the product's key benefit through warm, sun-kissed metalics and playful fruit-forward imagery, positioning the collection as an accessible entry point into Vitamin C beauty for e.l.f.'s Gen Z and Millennial audience.
IMAGES COURTESY OF E.L.F. COSMETICS
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IMAGES COURTESY OF E.L.F. COSMETICS .