Zap Beauty is a beauty clinic based in Indonesia. It has been pioneering permanent hair removal service, utilizing latest technology that's popular in other countries as well as skin repair service. Recently, it launched cosmetic products and the latest ones are liquid matte lipsticks and I was granted the chance to work on it.
Zap's cosmetic products are rather 'clinical', instead of focusing solely on how to make our consumers look gorgeous, they also want to provide the products with health benefits because having a healthy skin will definitely make you look even more wonderful. In order to ensure their products are beneficial and compatible with their customers' skin, we go through rigorous researches and developments. Seeing that Zap's beauty products are based on all of it.
The keywords here are 'beauty' and 'rational'. So for the branding, I decided to use the 'rational beauty' concept, the famous Fibonacci Circle or Golden Ratio. It's the subtle concept which explains why we find something more visually appealing from another; from layout design, human's face proportion to even Phyllotaxis - the beautiful arrangements of leaves in some plants. I found the latter one, the leaves' arrangement according to golden circle, to be interesting and a potential to be made into a pattern. Hence, I decided to design a pattern based on this Phyllotaxis concept.
The Phyllotaxis-inspired pattern entirely covers the base packaging box, encased by a white slipcase which covers half of the base. The slipcase has to be pulled to open the box, providing an uncommon unboxing experience in an industry flooded with generic packaging with their tuck-top box lids. To further distance the packaging from generic packaging designs, the ink used for the pattern is a metallic one and the logo is embossed on the white slipcase, contributing to a nice feeling when held and touched.
Design Direction: WILDAN ILHAM
Graphic Design: WILDAN ILHAM
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