> posted by   on September 30th 2015

“Nothing left to remove”

I don’t write about cosmetics very often. It is a very large and specific business. But this particular beauty line by Marc Jacobs really got my attention. The new collection was designed by the New York agency Established. It looks fun and playful. The line includes Twinkle Pop Eye Stick, Kiss Pop Color Stick and Smart Wand Tinted Face Stick.

The line won the prestigious Diamond Pentaward 2015, Best of the Show.

The Pentaward’s international jury crowns a packaging design that stands out by its simplicity. These 12 indisputable professionals of packaging design and their president echo Mies van der Rohe and his famous motto “less is more” as well as Antoine de St-Exupéry, who wrote: “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to remove.”

The designs for lipsticks and lip liners in the shape of stylised pencils, made of sublime metallic material, plainly demonstrate the unique specificity of the product. A remarkable achievement in creative simplicity by the New York agency Established.



In addition to the Diamond Pentaward trophy, Established received a copy of the Esko Suite 14 software worth €5,000, an amazing programme for design and visualisation, specially created for high-performance packaging. PENTAWARDS 2015-001E ESTABLISHED-MARC-JACOBS-BEAUTY


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