Smudge
Art Direction / Packaging
Project Overview
Smudge is a makeup brand built on defiance, freedom, and artistic play. It speaks to those who want beauty to feel raw, alive, and personal rather than polished or prescribed. In breaking from convention, the brand positions makeup as a space for individuality and cultural change, proving that beauty is strongest when it reflects authenticity, courage, and the messy energy of true artistry.
Software
Illustrator
Indesign
Photoshop
Pacdora
Smudge is the only makeup brand that transforms faces into living canvases. By challenging standard beauty norms, Smudge inspires people to explore color, texture, and form, creating personal statements that are unmistakably their own.
Brand Pillars
Artistic Freedom
Rebellion Against Perfection
Inclusive Creativity
Cultural Impact
Graphic Assets
The visual identity draws from traditional painting tools, reinforcing the perception of makeup as an artistic medium. Typography and brand assets use textured elements that echo brushstrokes, created through Illustrator’s paintbrush and stroke features.
The logo features this paint texture with an intentional smudge, serving as a visual expression of the brand name while reinforcing its embrace of imperfection and creative freedom.
dieline
Design
Eyeshadow palettes are sold as eyeshadow stacks.
Each shade comes in an individual pan that's magnetized, allowing users to attach and detach pans. This design allows for easy storage, and transport, encouraging users to bring their preferred shades with them and apply makeup wherever and however they choose. Users can buy palettes that are already put together or individual colors on their own.
Dielines
Single Eyeshadow Box
Dimensions: 1.3(L) × 1.5(H) in
Material: White Cardboard
Eyeshadow Palette Box
Dimensions: 1.3(L) × 5.8(H) in
Material: White Cardboard
Key
Bleed - Green
Trim - Blue
Crease - Red
packaging
