Yellow Packaging and Bold Typography Make This Cosmetics Line Stand Out


In the cosmetics world, the color white dominates the landscape. That’s why seeing this bright and sunny packaging for ASARAI is a breath of fresh air. Designed by Mousegraphics, this new cosmetics brand wants to bring some quirky fun into an otherwise oversaturated market.

“The brief: ‘Launch a new line of cosmetics with packaging that will differentiate our brand in a highly competitive market.’

The target consumer: USA market as well as international consumers.”


“The design: We branded the line based on two basic design elements which cooperate towards one, distinct and strong brand identity: a bright and unusual yellow color, and a bold typeface and its dynamic visual use on the packaging. The name of the brand, ASARAI, dominates the all-yellow surface of each product container in straight, imposing linearity but is introduced on the outer tubular box of each product as a quirky play of and on the design lexicon: every time the tube’s upper part closes on the lower one it fit’s differently. The brand name letters are thus fragmented, rearranged, visually cut and conceptually completed by chance. Such a flowing use of the design reflects a dynamic and confident perception of the brand name and its values.”


Designed By: Mousegraphics

Location: USA