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

They believe in using make up as a way of expression and experimentation.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 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.

Visual Identity
Art Direction