The global boutique design studio Mucho updated their portfolio with a new brand & packaging project: Fisix, the sports cosmetics lab.
Fisix was initiated by a group of friends who run marathons together, they had an unmet need for cosmetic products that fit their active lifestyle. Mucho’s efforts started on the naming, the goal was to create a gender-neutral name that reflected a contemporary way of practicing sports. The next phase included a visual system that differentiates each product, the solution was inspired by the representative lines that divide sporting fields.
“By cropping and reinterpreting these lines we created liberating abstract shapes.”
The final result is a fine mix of opposites: the dark and pastel colours on the packaging, the elegant typography on the logo with a very fashionable beauty feel and a geometric sans serif counterpart to balance it and give it an almost clinical look.
This project suits them perfect on their new international approach since their merger with Dowling Duncan. Make sure to follow them on twitter for updates on upcoming projects.