Our project started with defining Morphe's brand and packaging identity. The graphic design team developed a bold visual language with artistic brush strokes that speak directly to creators, fueled by the new mantra, 'Be Unapologetically You.' Designed with Morphe's loyal community in mind, the packaging experience features professional-grade palettes that invite users to embrace their artistry and become their own artist.

Our goal for the retail experience was to inspire creativity and encourage each customer to explore and express their unique style through the products. We aimed to showcase the brand's influencer-driven community while creating a space that accommodated the needs of shoppers seeking a wide range of professional makeup brushes and customizable palettes.

The new retail framework was designed for implementation in stores across the U.S., including gondolas at Sephora and Ulta.

With careful attention to the evolving needs of the new retailer, modular features were integrated into all fixtures, ensuring the space remained adaptable for new launches and merchandising requirements.

The gold fixtures showcase the brand's partnerships with popular influencers, highlighting exclusive products and limited-edition collaborations. This dynamic visual display encourages customer engagement and inspires shoppers to connect with the brand's creative community.

A dedicated brush display anchors the store, strategically positioned to attract shoppers. The display features a wide selection of professional makeup brushes, inviting hands-on interaction and emphasizing the brand’s commitment to quality.