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“Out There”

New Name, Logo, and Packaging for Stellar by Bruce Mau Design

Launched earlier this year, Stellar is a new line of makeup available exclusively at Sephora created by Punjab, India-born Monika Deol, a fixture of Canadian television, who spent many years as a VJ for MuchMusic and found it a struggle to get the right makeup for her skin tone, which is a void Stellar aims to fill. Created specifically for medium skin tones, Stellar offers a range of 22 foundations and six concealers, as well as blushes, lipsticks, powders, and a mascara. The logo and packaging were designed by Toronto, ON-based Bruce Mau Design.

Taking visual inspiration from the cosmos, the brand identity and name allude to starry constellations. The word mark includes a dot that echoes both the North Star and a beauty mark. The colors used reflect the inclusive nature of the brand. Black and white represent night and day while a secondary opalescent palette vibrates across the full spectrum of light. Guidelines ensure product photography and model photo shoots reverberate the effortless, confident, and bold brand ethos of Stellar.

BMD project page

New Name, Logo, and Packaging for Stellar by Bruce Mau Design
Logo.

With a slightly presumptuous name like “Stellar”, it would have been easy for this to have taken a turn for the worse by being too lofty or obnoxious but the minimalist execution is perfectly calibrated with a sturdy sans serif, just the right amount of airy letter-spacing, and a dot that’s neither too big nor too small to serve as a graphic trigger for something up in the sky. I also love the second read as a beauty mark, which I wouldn’t have thought of without reading the description and it might not even be arrow-in-FedEx-subtle but it makes for a nice secret.

New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design
Brand guidelines.
New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design
Website.

Aside from packaging, of which there is plenty to see, there is not a lot on the identity but between the website and guidelines it’s easy to gather that it’s all about simplicity and nice product photography.

New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design


New Name, Logo, and Packaging for Stellar by Bruce Mau Design
Packaging.

In a way, there is nothing revolutionary about the packaging… it looks exactly like makeup packaging looks, especially when you think of Sephora-style cosmetics where simplicity and minimalist packaging that allows the product to be the center of attention are the norm but, still, there is a striking balance of starkness and exuberance (through the rainbow foil dots) in Stellar that makes it stand out. I’m not a field expert on makeup packaging and product but this has a beautiful, restrained edge to it that is hard to achieve.