Responses by mousegraphics
Background: Our client, Asarai, is an all-natural skincare product company based in Los Angeles that is dedicated to giving its clients a bright and nourishing glow. Asarai just launched a new cosmetics line that caters to women in the U.S. market as well as other potential international consumers.
Reasoning: At mousegraphics, we strongly believe that consumers perceive the packaging as a whole, via its overall presence, and we applied this conviction to the packaging design. All the choices and details—from the form to the colors to the typography—are a part of this conviction.
Challenges: We had to capture people’s imagination in this highly competitive and extremely-saturated-with-images cosmetics industry.
Favorite details: We are quite happy with the way we asserted the brand name with a play on dismantling. Every time the container’s upper part closes on the lower one, it fits differently. The brand name letters are thus fragmented, rearranged, visually cut and conceptually completed by chance and consumer use.
Visual influences: In this case, we opted for a very bold yellow that is almost never used in cosmetics, but is common in foods or fashion. This choice challenges a design “canon” and is something that we, as a design office, appreciate in various contexts.
Specific demands: We were working with a new brand in a vast industry, with a given name, Asarai, which had no specific meaning or related emotional connotations. Those were the product demands that with which we engaged.