“To Lure For”
(Est. 2017) “Tulura is a New-York based skincare brand that redefines the essentials of your skin, using only functional ingredients – no fillers, no synthetic emulsifiers, no fragrances, no synthetic preservatives. Tested on super women – not animals. Targeting women who care about their skin, healthy food, seasonal ingredients and exclusive products, Tulura is an independent business that is fully committed to its customers, and the environment. Founded by Eileen Feighny, Tulura’s foundations focus on the importance of skin maintenance using natural, organic ingredients.”
Build project page
We wanted to design a system that allowed the brand to come to life first, and then over time can be adapted for new season launches and limited editions. This stripped back approach matches the core approach intrinsic in the range itself, where less is definitely more.
Images (opinion after)
If you can get past the “LU” kerning — which is far too wide and most evident in the image directly above — this is a wordmark with a groovy, quirky personality that builds on the popularity of the chisel-like sans serif. (See Serra or Emmet’s.) The packaging has a clinical simplicity that you either love or hate or, I guess, be indifferent about but it works well here to establish a fighting-the-establishment kind of vibe. Overall, logo and packaging are okay but both could have used something extra to really differentiate them from others like it.