Established was asked to create a new line of makeup called Stonebrick for Korea's largest retailer, Emart (part of Shinsegae Group). The brief was to allow the customer to buy a tailor-made set of cosmetics in a playful, fun and joyful way that encouraged collecting.
In designing this new line, Established has developed the first fully customizable makeup range with individual components magnetizing together to create custom collections. For example, individual eyeshadow color bricks magnet onto a choice of base sizes allowing the consumer to create exactly their choice of palette. Lipsticks and face products also magnet together in different and exciting combinations for endless possibilities, collectibility, and fun. Established designed all aspects of the brand from packaging, graphics, identity, campaign photography and video assets and in-store look and feel.
The brand launched in Seoul on February 2019 to great fanfare. It is already a big hit with the target consumer tripling projected sales for the first quarter, and the innovative design work on this brand has already won several prestigious design awards including D&AD.