Seven Deadly Sins: Bath & Beauty

Designer: Angelique Moats

Professor: Shantanu Suman

Packaging Contents: Hot Cherry Lipgloss, Touch Up Compact Mirror, Bio Collagen Sheet Mask

These products were part of the 7 Deadly Sins suite and packaging design project at Ball State University. The project brief was split into two sections: first, create 4 of the 7 sins logos and then narrow down 3 of them into packaging. The three required packaging designs include a traditional box design, a label design, and a packaging of choice.

For this project, I chose a sub-brand focusing on bath and beauty products under the parent brand “7 Deadly Sins.” The target audience for these products is directed towards women ages 18 through 35 who are looking for an at-home spa day that caters to their needs and helps them feel relaxed while staying within budget. The packaging provides an eye-catching design and also illustrations, catching the attention of women to be enticed by the product line. Each packaging includes a little “feel good” tagline that caters to each product.

These 3 Sins out of the 7 that were created were narrowed down to see which would have the best fit together in a cohesive sub-brand suite. Each product shown is dedicated to what the sin is and how it is incorporated into the packaging or even the packaging itself. Each product contains natural ingredients or is biodegradable to keep the earth healthy and green.

Pride is the sub-brand for the bio collagen sheet mask which includes natural ingredients such as hydrolyzed collagen, wheat amino acids, and licorice root. The packaging also includes how to correctly prep the skin for the sheet mask, how to place it on the face, how long to leave it on, and what to do after wearing the mask. It also includes on the package the caution letting the consumer know that it is for external use only, not for children, and if a reaction occurs, to stop the use of the product and contact their physician. Pride is associated with this sheet mask because of the excessive self-importance and craving admiration for having clear/perfect skin that is better than other competitors.

Greed is the sub-brand for the touch up compact mirror which includes a standard and 3x magnification mirror. The compact mirror is small enough to fit inside a purse, travel bag, or makeup case. The packaging also includes a warning to not reflect the compact mirror into the sun, as it can cause a fire. As stated above, there is an encouraging feel good tagline on the front of the label that says “Pretty Things Inside.” This gives the consumer a boost of confidence everytime the mirror is opened. Greed is associated with this compact mirror because of the insatiable desire for material possessions or the amount of power one can feel while looking in the mirror.

Lust is the sub-brand for the hot cherry lipgloss which includes natural ingredients such as castor seed oil and shea butter. The packaging also includes how to use letting the consumer know that they can wear the hot cherry lipgloss alone, with lip liner, or over lipstick. It also includes a caution to stop use if a reaction occurs when wearing the gloss. This product includes two feel good tagline which can be found on the front and the bottom near the barcode, which says “a desirable touch on your lips.” which caters to the sin itself and “nothing says confidence like a glossy lip.” hinting at the confidence one feels when wearing the hot cherry lipgloss. Lust is associated with this lipgloss because of the overwhelming and often reckless sexual desire or behavior that disregards consequences, which can tied to the hot cherry part of the gloss, making one feel desirable for the one wearing the product and also its flavor, giving off that sexy, sweet, and hot behavior within lust.

These three products create a cohesive sub-brand line up of flow of color, usage, and design. I wanted to create a visually appealing sub-brand among the chosen three. As an outcome, I managed to cater to each product without having too much or too little within each packaging, creating a subtle visual hierarchy within each product, and creating an unforgettable design that can never be forgotten after purchasing.