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XOY
Cosmetic Branding
A project to launch a cosmetics brand targeting early adopters of a younger age was carried out.
The task was to deliver a brand story that features innovative product forms and detailed
makeup skills. As such, beauty life was defined as an enjoyable experience through cosmetics,
and not simply a pursuit of a cookie-cutter style beauty ideal. The name “eXtraordinary Joy” was
developed as a result. Based on the concept of enjoying makeup as if playing block games or
puzzles, the typography of X,O,Y was expressed in a way similar to puzzle pieces, which can be
built upon and applied.
![](https://cdn.myportfolio.com/5768516c-3eaa-45c3-a110-b258893a2610/eb4fa1d9-1381-4666-8436-7312c8b996e5_rw_1920.gif?h=cac5b6d00d6f473891041d6d1f5c3515)
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