Rarekind, is a new beauty brand founded in Korea, apart of the Amorepacific family. It goes against the make-up rule book to re define make-up as an art. Allowing it to be considered as a more expressive and playful, artistic matter and encouraging people to be more bold with their application and approach to creating new daring looks.
We launched Rarekind, working across their entire visual identity including their strategic positioning, packaging and in store activations.
Visually, we developed a heavy, stamp like logotype, which was to reflect the brands bold approach to beauty. We developed a system of brand marques, that represent the marque in different stages, one shows the marque in a still state while the second shows the mark in movement. The idea behind this was to showcase a smudge marque which represented the idea of smudged lipstick.
The brand encapsulates the playful, adventurous and energetic personality of Rarekind.
Recently featured on Dazed Korea.