Armax Moisturiser (Student Project)

Derrick Lin


Designer: Rory Macrae
Project Type: Student Project
School: Shillington College
Location: England, UK
Packaging Contents: Moisturiser

This is a brand identity and packaging design concept for a men’s moisturiser. Armax is intended to be a very masculine product and inspiration was taken from the modernist aesthetic of the late 1950s — when men were real men!

What’s Unique?
The packaging design is suitably minimal but still exudes plenty of character. The 1950’s theme seemed to be quite fitting for the product and was able to provide rich inspiration for the design.

Typography is important in this project, and helps to create a strong brand identity. The ‘Armax’ letters are custom and are intended to look solid and functional. The rather unexpected curve on the ‘M’ represents a smile— a happy, moisture-rich face. For the main ‘Moisturiser’ text, the fantastic Filmotype Gem by Mark Simonson was chosen. The Filmotype series of fonts have all been recreated from original 1950’s filmstrips used for photo typesetting. So ‘Gem’ seemed like an authentic choice. It is coupled with a popular typeface of the era; Futura.