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Package & Product

Attributes 67 different makeup products 3 different sub lines: Waterproof wear, Maracuja Collection, & Amazonian Clay Collection Also carries Holiday Line every year

-Purple dominating brand color -Graphics differentiating factor -Mixes organic & natural with fashionable & glam -Recyclable or post consumer recycled packaging -Bamboo wood

Package & Product

Weaknesses scattered and disjointed purple not executed throughout all designs different fonts for different ‘product lines’ knowledge about recyclable products is limited so consumers just toss them

not enough information on packages. users dont know all uses for products ‘glam’ aspect of packaging cheapens brand too much product selection. too broad of differing products

Brand Analysis

started in 1999 by Maureen Kelly. sold at sephora,, qvc, & ulta. sold with brand, testers for all price point $18-40

Brand Analysis Good for you, Good for the environment healthy nourishing cosmetics. no synthetic fragrances, parabens, ptathalates, etc. ‘high erformance naturals’ recyclable or post-consumer recycled materials. ‘be green, be smart, be tarte!” pure ingredients : amazonian clay, t5 super fruit complex, maracuja oil, etc. sustainable amazon partnership- With the purchase of every tarte product that has our new t5 super fruit complex™, customers will be helping to preserve the Amazon Rainforest through forest conservation, improved living conditions and educational opportunities for communities in Brazil. Sap- To support the well being of the communities and sustainability of the rainforest in the Amazon estuary regions where açaí trade thrives .

Charity Work Sustainable Amazon Partnership American Cancer Society Association Autism Speaks Breast Cancer Research Fund CEW Charity Auction to Benefit Cancer and Careers CITY ARTS Cuties for Canines Cystic Fibrosis Foundation Gift of New York Candles Gilda’s Club Habitat for Humanity Morry’s Camp Muscular Dystrophy Association New Jersey Chronic Fatigue Syndrome Ovarian Cancer Research Fund St Jude’s Children’s Hospital Step Up Women’s Network The New York Junior League United Cerebral Palsy of New York City Young Survival Coalition


Vision: Connect beauty, environment, and well-being. mission: Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example.

strengths- easily identifiable. similar shapes translated throughout. has more natural feel. matte plastics. weaknesses- isn’t attention grabbing. has very little graphics


With roots in the oldest homeopathic pharmacy in Athens, Greece, Korres is committed to developing natural skincare, color, and body products that provide maximum results. Their formulations are among the most environmentally friendly and skin compatible available today, utilizing active natural extracts with antioxidant and skin-transforming benefits for clinically proven results. Powerful yet pampering, Korres delivers fit-for-a-goddess beauty that’s the ultimate in natural luxury.

strengths- simple basic design. logo is identifiable and easy to recognize. weaknesses- too much text on some products. tries to sell by textual messages


Talk about a natural beauty—supermodel Josie Maran has gone back to her roots to create her own organic beauty line, Josie Maran Cosmetics. Packing formulas with botanical ingredients, and housing products in recyclable and biodegradable packaging, Josie Maran Cosmetics embraces eco-friendly practices with products made with love—for people and the planet.

strengths-brown recognizeable color. name/font easy to see. cohesive designs. basic weaknesses- can have chemical/lab feel. not enough information on some products


very young, bright, fun, joyful, eye catching, cheap

happy, light colors, cute, cheerful, soft, nice, colorful

bright, eye catching, interesting, bold, scary, intricate

bland, boring, uninteresting, plain, older consumer, brown, unappealing, old, eye dropper


Volunteers at the local animal shelter once a week and buys organic food to stay healthy and help the environment. She is in her late 30’s and married to Kevin, a chemical engineer. Lives in a small home in Seattle, where she spends a lot of her time as a freelance web developer. During her free time she reads fashion magazines such as Vogue and Nylon, and always watches the new collections on every season. Enjoys yoga and pilates as her exercise routine, but also loves to go on long hikes with her husband and her dog, Aurelius. Her favorite brands are Anthropologie & Toms. She hopes to one day make a notable difference in the world and start her own charity.



Three new branding and packaging directions for three different products: lipstick, mascara, powder.



Packaging concepts: box into reuseable mirror, makeup brush holder, holiday sets, bamboo ‘sunglass’ holder, bags, etc.


Product & Brand Proposal

“Naturally Chic� rebranded Tarte Cosmetics mixes more feminine touches with organic shapes and textures. Floral abstract graphics stay in line with Tarte brand but elevate the audience and value. Donates a portion of the product to Sustainable Amazon Partnership and has more information on packaging of charity and Tarte’s impact on the environment. More information about recycling options and easier to open packaging. Rebranded Tarte looks more cohesive and is a more easily recognizable brand.

Still uses purple as main color of packaging and bamboo as major aesthetic in designs. Tries to use more organic and round shapes as opposed to stark straight lines. Metallic stenciling and matte purple recyclable materials. Peony Holiday Gift Box encompasses brands motto and purpose. Provides an entire experience that lasts as long as you wish. Open up the layers of the box to reveal your presents inside, like opening up a gift. Design chosen for tactile/interactive package experience while maintaining ultra feminine feel at the same time as being organic.

Product & Brand Proposal

brand color

gill sans light baskerville

brand graphic

heavyweight cardstock packaging metallic stenciling detail

Concept Board

Before & After

Before: brand is lost in its packaging different graphic styles, colors, fonts, shapes, etc. not recognizeable brand doesnt execute fashionable and good for you at the same time lesser value younger demographic

After: same color, graphics, font, materials higher value more recognizeable & cohesive older demographic

Thank you. Michelle Pappas Fashion Design: Product Development Class of 2013 (co-op ‘14) 937.573.7037

Tarte package design  

design new brand & packaging for tarte cosmetics

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