Mask
Byron Bay, NSW

Jo Cutri Studio developed a vibrant, scalable packaging system for the Australian fragrance brand Mask Co, a company celebrated for its bold personality and carefully crafted, scent-led product range. With an extensive portfolio comprising over 200 SKUs across 20 distinct categories, the key challenge lay in creating a cohesive visual identity that could unify this breadth of offerings without diluting the unique character and spirit of each scent.

To achieve this, Jo Cutri Studio devised a modular design strategy centered on more than 150 bespoke colour palettes, each thoughtfully curated to evoke the emotional essence and story behind every fragrance.

Colour emerged as the primary storytelling element within the system, serving as an immediate and intuitive visual cue for customers. This approach not only establishes a clear connection between products within the same scent family but also ensures consistency across a diverse range of formats, from air fresheners to candles and everything in between. Each product shares a carefully harmonised palette, making it easy for customers to identify their favourite scents at a glance, whether browsing in store or online.

The design strikes a delicate balance between playfulness and structure. Consistent use of layout, typography, and logo treatment provide a steady framework that unites the range, while subtle variations in colour and detail prevent the system from feeling repetitive or rigid. This dynamic interplay between uniformity and individuality reflects Mask Co’s confident, joyful brand ethos.

Furthermore, the packaging system was thoughtfully engineered to support future growth and expansion. Its modular nature means it can seamlessly accommodate new fragrances, formats, and product innovations without losing its core identity.

The result is a packaging identity that is unmistakably Mask, vibrant, energetic, and perfectly aligned with the brand’s mission to stand out on shelf and create a memorable experience for customers. In every detail, from colour to composition, the system captures the spirit of a brand that is both bold and welcoming, ensuring Mask Co’s presence continues to flourish in the competitive fragrance market.