Charlotte Tilbury – Brand Analysis

Brief: Analyze a brand’s visual identity, values, product mix, packaging, and presentation, while identifying flaws and understanding the intentional use of design elements like shape and form.

Through detailed packaging analysis of Charlotte Tilbury, I identified critical design opportunities to elevate the brand's luxury positioning and user experience. Addressing the question "How might we use packaging design to make the quality of the label feel expensive, gain brand trust in the efficacy of the product, and expand the accessibility of the product to individuals with varying levels of makeup skills?", I was tasked to create new design ideas that reflect the brand image and build a story through packaging. The study culminated in proposing three innovative design solutions: enhanced label durability with integrated digital engagement features, improved refill mechanisms for powder compacts, and hygienic applicator redesigns for cream products.