Rarekind, is a new beauty brand founded in Korea and is apart of the Amorepacific family.

Our task in this creative partnership was to create a visual identity from the ground up, from initial strategic positioning to campaign propositions and primary and secondary packaging for the brand.

Visually, we developed a heavy, stamp-like logotype, which was to reflect the brand's 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 represents the idea of smudged lipstick.