19/99 makes high-performance, multi-purpose products designed for those who want to define their own beauty and aren’t concerned about what is considered appropriate for their age, position, or status—beauty for everyone from ages 19 to 99. 19/99's mission is to dissolve traditional definitions of beauty to empower individuals to create their own, and change how we use and consume makeup. To tell the story of why 19/99 exists, 19/99 wanted to include a beautiful, bold, folded poster with each e-commerce order—something economical but high impact that people would want to share on social media and hang on their walls.
We worked with 19/99 to develop the original visual identity, packaging system and brand photography. The identity, visually and typographically, draws influence from art movements across the last century and is unapologetic in its boldness. Starting with the largest available newsprint broadsheet size available, we developed a grid and typography layout system that would be used consistently across the different poster editions. With the framework in place we are able to use a wide range of imagery from beautiful portraits to bold, layered, distorted collage. The broadsheet is then folded and included in every order from 19/99.
We absolutely loved the design for the 19/99 posters. We wanted an alternative to bubble wrap that was more environmentally friendly, and Concrete came up with the concept of including a poster in with our e-commerce orders to both wrap the product and add padding. We were blown away by the designs Concrete created, both in terms of striking imagery and text, that strongly communicated our brand ethos and mission.