Chroma is a newly established line of cosmetics for the young urban woman. Targeted towards trendy females between the ages of 19 and 27, Chroma is a high-end line of products that appeal to a contemporary and creative consumer. Its personality is bold, artistic and original, and yet it still evokes a feeling of refinement and sophistication. The aesthetic of the Chroma brand I derived from the meaning of the word chroma: it refers to the purity or intensity of colour.

Dramatic pink and purple hues work on the side panels of the boxes as well as the front labels of the bottles, in beautiful contrast to the clean facades of crisp white boxes and sleek stainless steel and glass containers. An almost gradation of tone unfolds before our eyes, offering a complex and sophisticated palette of varying intensities. Organic, paint-like patterns are uniquely juxtaposed against a more systematic dot pattern and geometric logo.

Stark white box fronts are used with the intention of drawing the consumer’s eye to the brand and product names, as well as the logo. The clean lines of sans serif type and geometric die-cuts work to balance out the more primitive and expressive lines of intense and colourful pigment that pattern the box sides and labels.