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.