Responses by HUGMUN.
Background: Skincare brand Murrē creates sustainable cosmetics. The brand founders have 25 years of experience in the luxury spa and cosmetics industry, so Murrē needed an identity to match the expertise and quality of its products. The founders hoped for a minimalist yet luxurious packaging expression with an artistic vibe. We were looking for a bridge between luxury and bohemian with Murrē’s target audience in mind: people looking for both high quality and soul in a product.
Design thinking: During our process, we started making collages from abstract elements of ingredients, and this became the central element of the packaging. We also looked closely at the colors and textures, seeing how we could convey specific feelings that would represent each product. On the other side, the elegant pairing of typefaces was also important. Raw, structural objects representing the ingredients combined with minimalist elements of the layout created a delicate balance. We also like that you can view the packaging from both sides; each is like a cover on its own.
Challenges: To catch the right moment when we needed to stop altering the design. It is easy to “over-egg the pudding” when playing with collages. Our goal was to make them beautiful but raw at the same time.
New lessons: The collages were something new for us. We also learned that taking a break can be good, especially when conceptualizing more abstract design. We would take a day or two of pause between the designing stages; being able to come back to the project with a fresh mind was always a plus.
Visual influences: We are watching the expanding 3-D design world with admiration, and we find it very inspirational, especially how it mixes reality with art and strangeness.
Specific project demands: Murrē’s founders had asked for a minimalistic branding with a luxurious feeling but were also hoping for something more than simple, black-and-white design, which has recently been popular in the beauty industry. This helped us because we wanted to push this idea further and create something distinctive.
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