Studio Spotlight: The Yellow Loft
Personable, friendly, creative, open, and mellow - these are dynamics that inspired the creation of The Yellow Loft. TYL was established in 2009 in a sunny loft in Long Beach, CA. TYL currently resides in a co-working space called HUB LA located in the Arts District of DTLA - only a few doors down from The Dieline HQ. After many visits to discuss package design for the health and beauty industry, we feel like it is time to shine a spotlight on this little jem. Owner, Katrina Luong and her team selected some of their best projects to share with our readers. Enjoy!
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"The Yellow Loft is a graphic design studio that focuses on print and packaging. TYL has created a niche in the Health and Beauty industry working with Kendo Sephora for the last 4 years. TYL is an active partner collaborating on the following brands: Marc Jacobs Beauty, Hello Kitty, Kat Von D, Disney, Toki Doki, Sephora, Formula X, OPI and Pantone."
Designed by The Yellow Loft, Los Angeles in collaboration with Kendo Sephora
MARC JACOBS BEAUTY
120 Skus launched August 2013. Exclusive to all Sephora stores. Packaging and graphics designed by Established with print mechanicals executed by The Yellow Loft under the creative direction of Established
HELLO KITTY CORE
The packaging was designed to reflect the debut of Hello Kitty in Sephora. Typography and foils were used to bring a modern and clean aesthetic to the ever classic Hello Kitty brand.
HELLO KITTY MON AMOUR
Parisian llustrations and feminine pastels were the inspiration for this assortment. TYL created the cartons, bag shapes, patterns, nail files and labels for this lovely lineup.
HELLO KITTY PALETTES & MIRRORS
These fun, inspiring themes and graphics were designed to have fun with Hello Kitty. Palettes include eyeshadows & blushes while the charming mirrors reflect the cuteness of Kitty consumer.
HELLO KITTY BIG PINK BOW
This collection is Hello Kitty like you've never seen her before - glamourous, bold, refined, and elegant. The primary components of the collection (the bottles and compacts) feature gold hardware, glass, and bold pops of hot pink. The secondary packaging is minimal and refined, but still feminine and delicate.
The classic story of Cinderella was created with enchanting foils and finishes just the nick of time. The collaboration of graphics, finishes and patterns were created to help capture the delighted Disney fantasy.
A whole new world of beauty was interpreted for the modern young women of today. The packaging for Disney's Jasmine collection features intricate gold foiling and rich colors.
KAT VON D
Created by Kat Von D, tattoo artist, TV star, and owner of High Voltage Tattoo, this inspiring makeup collection exemplifies the fusion of glamorous, old Hollywood and edgy rock 'n' roll. Her passion for makeup and self-expression is inked into every product she creates, from the romantic, soulful designs to the rich, highly pigmented and long-lasting formulations.
KAT VON D PALETTES
Stars, lightening bolts, skulls, flourishes packed with color-rich formulas have created a loyal following. The Yellow Loft has created all the graphic design for Kat Von D's beauty assortment in the last 4 years.
The passion for Japanese culture has propelled Simone Legno into a cult following. The cute animated characters were all personified in every sku launched for Toki Doki. The translucent packaging was inspired by the layering of Simone's character rich patterns.