Identity & Packaging

Made in collaboration with Vivien Zeng, PHAM is a new (hypothetical) line of makeup that further communicates FENTY BEAUTY's message of diverse beauty by expanding beyond just race and gender. This new line of products will provide those with physical disabilities, specifically catering towards those with colour blindness and/or limiting physical motor issues. Like its parent brand, it advocates a more laid-back and cool image, as well as unifying all women from different backgrounds together through inclusive products.

Mockup of the eyeshadow palette packaging.

Mockup of lipstick packaging.

Mockup of foundation packaging.