Packaging for Face Masks: The Concept of the New WOW&NOW Brand. A new cosmetics brand has been developed from scratch. The creation process included several key stages, such as brand audit, design audit, and the development of naming and packaging design.

The WOW&NOW brand is based on the idea of the “Magic of Transformation.” With this brand, every woman can experience the magical effect that each mask has on the skin. The minimalist style of the packaging reflects this concept, and the floating typography and icons resembling spell symbols enhance the atmosphere of magic.

Each mask features its unique illustration, which symbolizes a specific effect of the product. These visual elements not only add aesthetic value to the packaging but also emphasize the result that is achieved with the use of the product.

For WOW&NOW masks, a unique and rare packaging form factor was developed for this segment. Each product is housed in a cardboard tube, and inside is a glass jar containing the product itself. This approach not only makes the packaging stand out from traditional solutions but also highlights the brand’s premium nature, creating a sense of exclusivity and care for quality.

For each mask, a concept based on melodic and, at the same time, easily understandable names was chosen. These names evoke the sense of spells while remaining accessible to both Russian-speaking and international audiences.

Metamorphosis – An anti-aging mask.
Awakening – An eye mask.
Renaissance – A de-puffing mask.
Luminescence – A clarifying mask.