TULA Custom Type Treatments
In Summer 2020 my former BaubleBar manager, Kathryn Bain, reached out to ask if I'd help out with a project for one of her clients - popular skincare brand TULA. They were launching a new brand campaign involving seven key phrases meant to act as empowering personal mantras, and a repeating pattern using those designed phrases.
The phrases to be used: Embrace Your Skin, Unleash Your Glow, Top-Shelf Material, You Dew You, Bright Inside & Out, Ageless is the New Anti-Aging, and Today's Forecast: Confidence.
Phrase Designs
The goal for the seven key phrases: create colorful type treatments that could be used for multiple applications including social media graphics, packaging, and branded merchandise. I experimented with and manipulated typefaces in order to evoke the funky, vintage aesthetic that TULA was looking for.
The Pattern
Once the designs for the key phrases were approved, my next task was to make a repeating pattern out of them with extras thrown in: energetic, active expressions including "Get it," "Trust Your Gut," and "You're glowing!" The pattern would be used on the inside of new TULA shipping cartons for online orders.
I designed two options. The first is more boxy and linear, using a higher proportion of neutral typography to make up phrases within the pattern with pops of the stylized, designed versions. The second version has the phrases tightly packed with irregular spacing and angles, using the neutral typography to create a visual texture. In the end, the boxy/linear version was chosen as the final.
The Results
Over the last several months, TULA has been posting graphics and photos with the phrases all over their Instagram. A few screenshots of the designs and pattern in the wild are below!
