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XX19 Brand Identity
Package Design

Korea

Cosmetics Brand Identity &
Pacakge Design Development

2020

XX19 is a lipstick brand that embraces a bold, pop-inspired, and playful attitude, with its name serving as the foundation of its identity. ‘XX’ symbolizes femininity and sensuality, while ‘19’ hints at daringness and breaking taboos. These elements were translated into a graphic system full of cheeky energy and visual rhythm.

The brand’s key visual assets consist of vibrant patterns combined with the XX19 logotype, which are used flexibly—either together or separately—depending on the application. Additionally, the XX19 mark placed inside a heart shape, rendered with a playful expression, serves as a symbolic icon that reinforces the brand’s fun and expressive character across various content.

To move away from conventional lipstick forms, a pen-type container was adopted to bring individuality and a new rhythm to the user experience. Among the five product designs, one was developed as a special edition to elevate collectability and brand uniqueness. Each package features distinctive graphic patterns that enhance the collectible and expressive nature of the product.

A comprehensive brand guideline was created to ensure visual consistency across packaging, digital platforms, and social media. This system supports a cohesive tone and manner, allowing the brand to maintain its charm and clarity across all consumer touchpoints.

Index