How many exotics are there in our lives? Not really that much. Exotic is always associated with something provocative, flashy, shocking and does not always cause pleasant sensations. So when you are given the task of doing something exotic, in the style of punk culture and at the same time in the field of beauty-the task at first glance seems to have no solution. Punk culture is a street culture that is characterized by a critical attitude to the norms and rules established in society. The typography of punk culture is always “littered”, eclectic, collected from incongruous at first glance letters, poorly readable, but it is this typography that formed the basis of the line of hair and body care.
The idea of the design of the line of cosmetic products lay in the contrast of incompatible elements: a delicate purple-white gradient, associated with lightness, freshness, youth and beauty, combined with typography in the style of punk, slightly muted white color. The combination is on the one hand wild, on the other hand defiant, intended for women of the age category of 35+, who remember the aesthetics of punk and may themselves have been active rebels in their youth, who are active in body and soul and want to get the most out of life. The active typographic solution works in tandem with a functional grotesque and a soft gradient, which even in the entire line does not allow itself to be diverse, fixing the purple-white gradient as a distinctive feature of the series.
Special thanks should be delivered to Russian Higher School of Economics (HSE Art and Design School) and personally to Leonid Slavin, head of Art direction MA Program.