Marfa— a Russian local brand of natural makeup cosmetics. Natural composition gives young women an opportunity to highlight their individual beauty without harm to their skin. Marfa is a combination of modern approaches and Russian traditions. Brand demand was to develop packaging for cosmetics that would reflect the brand’s values, primarily naturalness and belonging to Russian culture. Also, it was important to make products really functional and from environmentally friendly and zero-waste materials.

Russian flavour can be perfectly conveyed by nature and national cuisine. Vivid, rich colours let customers get inspired by Russian culture and the character of people. Not really long time ago, young women blushed their cheeks with beets and tinted their eyes with coal. This tradition was used as an idea for a packaging design, representing a return to the roots.

The basis of a design is a form of weird, rough or chopped vegetables, and berries — something that can be found on the ground. They uniquely reflect the metaphor of naturalness and roots, as connections with the native Russian land. The most expressive forms were taken: beets for blush, carrots for lipstick, potatoes for tone and charcoal for mascara. As part of the concept, each package has a section with the Marfa logo. However, the cosmetics hidden inside various vegetables and berries are ordinary. Moreover, the products are made from recycled plastic interspersed with pieces, which also emphasizes naturalness. As for the colors of the packaging — vibrant, and eye-catching, but not out of line with the concept; they all underline Russian flavor. Furthermore, for the visual implementation of the metaphor, the shelf is made in the form of beds with seedlings and soil, thus, the buyers literally take the product from the bed. All the necessary information is presented on the label in which the vegetables and coal are wrapped. Therefore, the packaging of Marfa products — is a unique chance of penetration into Russian culture and life, while enjoying the use of the product.