Luminess Cosmetics: Branding, product, and Primary Packaging Design
Updated: 1 hour ago
Luminess
Branding, Product Design, Packaging Design, Prototyping, 3D modeling, Animation
Illustrator, Photoshop, XD, After Effects, Indesign, MAYA, SolidWorks, 3D Printing
At Luminess, I collaborated with product and marketing teams to design and develop the branding refreshment along with the primary and secondary packaging of new products.
I initially contributed the design and visualizations and gradually transitioned into product development by incorporating 3D modeling and in-house prototyping into our design process. This shift supported faster iteration and hands-on testing across product cycles.
The rebranding began with a review of the existing logo and the creation of an icon: two mirrored “L”s forming a clean rectangle to convey balance, sophistication, and symmetry.
I designed the logo with input from the marketing team, creating a visual that could work seamlessly across packaging and campaign assets.
This emblem became a subtle yet impactful mark of elegance and brand identity. The team started to integrate it directly into products and used textures and finishes on the packaging to bring it to life.
By layering materials and playing with surfaces, we created a sophisticated overlay effect that added depth, tactility, and a quiet sense of luxury to every product.
To create a more unified design language, we transitioned to shaping a visual and tactile experience across Luminess’ new product line. This direction was expressed through two key products: The Icon Airbrush System and the New Lip Stain Collection.
By incorporating scalloped details, double glass elements, and rose gold accents, Luminess transformed beauty packaging into objects of desire, creating a sense of luxury that extended from the first glance to the final touch.
The attention to detail enhanced brand recognition and reinforced the idea that beauty should feel as exquisite as it looks.
Beyond aesthetics, the design required functional and structural design thinking.
A signature detail about Luminess' cosmetics is their modular approach utilizing magnetic features where customers could snap two products together back-to-back to easily take them on the go. Having work with these products before, I was responsible for integrating this magnetic interlocking system into the desired architecture. By designing a flat connecting surface along the otherwise fluted container, we housed the hidden magnets to deliver a clever, highly portable experience without compromising the premium aesthetic.
I brought concepts to life through detailed 3D modeling and in-house rapid prototyping, leveraging 3D printing to refine every design choice in real time.
Each iteration was about seamlessly embedding the brand’s identity into the product. By balancing aesthetics with manufacturability, these digital and physical prototypes ensured that every design element translated flawlessly across all product lines.
Translating the brand’s elegance into the digital space required a balance of simplicity and engagement. I collaborated with the design team to explore various approaches, refining layouts, typography, photography, and animations to create a clean digital presence.
While our standard aesthetic favored clean minimalism, specialized product launches gave us the opportunity to break those rules and lean into a more playful, maximalist energy.
Collaborating closely with the design and product development teams, we created a limited-edition collection box for the "Greatest Lips Vol. 2" launch.
Our goal was to design a highly visual, tactile unboxing experience specifically for beauty influencers that would instantly capture attention on camera. The exterior featured a substantial, high-contrast graphic utilizing a mix of matte and glossy black finishes with premium bronze accents. Inside, we engineered a thematic, interactive display: the box opened to reveal two "records". One black vinyl and one metallic platinum, each holding the lip products arranged like spokes. This approach perfectly showcased the primary packaging while giving content creators an engaging, camera-ready moment that drove social sharing.
This time at Luminess marked a pivotal evolution in my process as a designer, moving from visual storytelling into hands-on industrial design and rapid prototyping. By integrating 3D printing into our daily workflow, we accelerated product iteration while keeping both manufacturability and high-end aesthetics at the forefront.
With over 5 million Icon Airbrush Systems and cosmetics shipped worldwide, the result was a unified design system where every component, from primary bottles to campaign packaging, delivered a thoughtful and elevated experience.
