2D4 Brand Design

Brand design

2D4 is a South Korean cosmetic brand that targets teens and young adults ages 15 to 24. These consumers tend to prefer brands packaged in pink or pastel colors, a palette that communicates youth and beauty. However, interviews with this target demographic revealed that while they do like products with a pop or young color scheme, they also want the classic and luxurious designs often preferred by adults. The cosmetic manufacturer took note, designing a new brand based on the keywords classic, pop and young. The packaging for the new line relies on three CMF elements: the color black for clarity; the hologram for luxurious glamour; and translucent texture for flawless skin.