uzuri

Uzuri, the fictitious brand I wish it was real

Uzuri is a makeup collection, created by Chloe Galea, bold enough to stand out from the competition.

The patterns got to me. Those bloody patterns. I was fascinated by them and how each one had the purpose of sustaining a specific makeup “flavor”.
Also, when you see “makeup” and “visual illusion” in the same sentence it only makes you smile and absorb more from the designs created by Chloe Galea.
Uzuri is one of those projects that is meant to inspire.

What is Uzuri?

The word Uzuri(swahili) means beauty or grace. The organic makeup range was created to appeal to the growing number of women who want both high quality products and the added benefits of natural ingredients and an ethical guarantee. Unfortunately I should admit this was a fictitious brand conjured up to give myself the opportunity to really explore packaging and brand design.

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

What was the problem you were trying to solve?

I think beautiful packaging adds so much to the whole experience of purchasing and using a product. For something like makeup which is likely to be used daily, it makes sense to me to create an aesthetic that will continue to bring pleasure every time it is seen and held. So I would say the problem I was trying to solve was to create a brand and range of packaging that was worthy of the quality of the product. And through this create design that is emotive, that makes you want to have it on your bathroom shelf.

What’s the idea behind the logo?

The logo is simple and pared back with the intention of allowing the patterns of the packaging to do the communicating. It is also strong and elegant, much like the quality of the makeup and beauty of the packaging.

What’s the idea behind the patterns? Do they mean something?

The patterns take inspiration from optical illusionary art, and play on the idea of makeup being a way of creating illusions.

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Tell us about the color choices. Why these colors? Any special meaning behind them?

The Classic Collection uses a series of monotone prints, and really allows the focus to rest with the different patterns. The seasonal ranges use colour palettes that evoke the corresponding season. So winter is full of
icy blues, spring uses fresh greens and yellows, summer is a riot of colour and autumn uses browns, rusts, purples and so on.

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Who is Chloe Galea?

I am a British Graphic Designer, currently living and working in Berlin.
Before moving to Germany I spent a number of years working at a small but creatively ambitious studio called Pencil Agency in London. And before that I was studying at Leeds College of Art, up in the North of England. On moving to Berlin I became freelance. This provided a lot of challenges, everything from keeping account books, to working self-sufficiently, but has also proved to be highly rewarding. I tend to work on projects that encompass both print and digital, with the majority of clients coming from the fashion, luxury and lifestyle industries. My work can be found on my portfolio website as well as my behance page.

What was the feedback, if any.

This project has had some great feedback from the international online design community, which makes me very proud. That said we are now a few years on since this work was completed and in these years I like to think I have grown as a designer. Sometimes when I look back I can’t help but see all the little bits I would do differently now. There are definitely a few tweaks I would like to do here and there…

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

Uzuri, the fictitious brand I wish it was real

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