MIXIT Art Cosmetics

Agency: ARENAS®lab
Creative Director, Partner: Valeri Arenas
Art Director, Partner: Emil Iskhakov
Operations Director, Partner: Aisha Arenas
Designer​​​​​​​: Anastasiya Scheglova
Strategist: Zoe Syunyakova
Location: Russia
Project Type: Produced
Client: MIXIT
Product Launch Location: Global
Packaging Contents: Decorative Cosmetics
Packaging Substrate / Materials: Paper, glass, plastic
Printing Process: Foil stamping, screen printing

MIXIT is one of the largest Russian brands in the field of makeup products. Today, more than 180 MIXIT retail stores are open, the company has the most successful commercial Instagram among Russian cosmetic brands with an audience of 3.8 million subscribers. MIXIT, known primarily for skincare products, decided to launch a new direction — a line of decorative cosmetics. The company collaborated with ARENAS®lab for research, positioning and the graphic concept of the new line.

After analyzing the research results, the ARENAS®lab team formulated authentic MIXIT Art positioning. It was decided to create a dynamic brand, based on not a frozen image, but an active story:

• MIXIT provides everything you need to create daring, memorable looks;
• The brand casts doubt on established authorities, draws inspiration from the unusual, is not afraid to shock and joke;
• Cosmetics that need to be applied for hours —​​​​​​​ a relic of the past. MIXIT offers simple and quick solutions for effective makeup;

ARENAS®lab developed a packaging design based on positioning — bright, bold, as well as the target audience of MIXIT cosmetics.