‘Beauty begins the moment you decide to be yourself.’ ~ Coco Chanel.

Beauty is more than skin deep; it resides on the inside. Rumi stands in celebration of this self-love, this care for yourself. It is from your strength and courage that we emerge, and your strength and courage that we add to. Rumi is a celebration of beauty by giving, by adding to its most natural form. It is a celebration of you.

Pastel, minimal and sharp – these three define words the design and packaging of Rumi, which is straightforward, simplistic, and easy to understand in its objective, all in while visually talking about the true essence of the brand – comfort, strength and beauty.

Rumi is a packaging design concept that we have created as a pitch for one of our clients. The design brief was to create a minimal, pastel, contemporary and simplistic packaging design of the skincare products.

Target Market: females aged 25-40, with a sustainable, ethical, slow-living lifestyle that are passionate about skincare, nature, beauty, luxury, high-quality products, self-love, and skin rituals.

Design Process: A deep dive user research that helps us understand the current realities, challenges & behaviors, pain-points and eco-system to make meaningful interventions to enhance the brand experience. We then carve out a comprehensive design strategy by carefully processing the insights and opportunities emerged during the research. The essence of the brand is defined at this stage and a sharp design brief is articulated for translating these ideas into various design expressions.