Osan Cosmetics
This is a branding system for a line of natural cosmetics created from all-natural locally sourced ingredients. Osan cosmetics seeks to deliver the purest line of health and hygiene products. Stemming from the belief that personal care and cleanliness are universal, Osan is intentionally designed for everyone; regardless of age, race, or gender. Better living for everyone.
When coming up with the concept for the design, my mind kept returning to the fact that the cosmetics industry is so segmented by gender. Most, if not all, products are so heavily and stereotypically designed for their target market that it creates a divide in the consumer base.
The fact that everyone can benefit from hygiene and cleanliness is what drove me to design a brand that felt "genderless". The use of soft colors, that couldn't be read as hyper-feminine or masculine, paired with raw/recycled papers and textures gave the brand the sense of neutrality I was looking for.
Most of the pattern design was created in Adobe Illustrator while the typesetting of the branding system was done in Adobe InDesign. When creating the pattern that is used throughout the system, I took the universal symbols for male and female and abstracted them into an obscure texture that could no longer be read as male or female. With this application I was able to create a pattern that spoke to the concept of the brand while also creating a bold motif for the line.
After putting the project out into the public I realized that a lot of people agree that there needs to be a nonbiased or hyper-sexualized line of cosmetics products that doesn't force you into buying it based on the consumers gender.
