Glamela Cosmetics Brand Redesign & Packaging Architecture
Client: Lealine (Founder, Glamela Cosmetics) Lead Strategist & Designer: Hussein Issa Industry: Beauty & Cosmetics / Contact Lenses Deliverables: Brand Identity Redesign, Visual System, Structural Packaging Design (Lenses Box)
01. Executive Summary
Glamela Cosmetics, led by Lealine, approached Hussein Issa to revitalize its visual presence in the competitive beauty market. The primary objective was to transition the brand from a standard cosmetic label to a premium, high-trust authority in the contact lens sector. The project required a complete overhaul of the brand identity, culminating in a bespoke packaging experience for their signature contact lenses that reflects elegance, hygiene, and luxury.
02. The Challenge
The previous branding lacked the cohesion and distinctiveness required to stand out on retail shelves and digital platforms. Lealine needed a visual language that communicated two core values:
Safety & Quality: Essential for intimate products like contact lenses.
Glamour: The transformative power of the product.
The specific challenge was to design a contact lens box that was not only functional but served as an “unboxing experience,” elevating the perceived value of the product for social media sharing.
03. The Design Solution
Brand Identity Redesign
We moved away from generic beauty tropes to create a sophisticated, modern typographic logo.
Typography: A custom serif typeface was selected for “Glamela” to evoke timeless fashion editorial vibes, paired with a clean sans-serif for secondary text to ensure readability on small packaging.
Color Palette: A refined palette featuring soft nudes, rose gold accents, and a deep charcoal foundation. This combination balances femininity with professional authority.
Visual Language: Introduction of fluid, organic shapes in the background textures to mimic the curvature of a lens and the natural iris.
Packaging Design: The Lenses Box
The centerpiece of the project was the structural and graphic design of the lens packaging.
Exterior: The box features a matte soft-touch finish with the logo embossed in hot-foil stamping (gold/silver). This tactile experience immediately signals luxury.
Interior Layout: Designed for security and presentation. The interior tray holds the lens vials securely, preventing movement during shipping while displaying them like jewels upon opening.
Information Architecture: Critical medical information (DIA, BC, Power) was reorganized to be instantly legible for the user without cluttering the aesthetic appeal.
The “Lealine” Signature: A personal touch was added to the flap of the box—a facsimile signature of Lealine—to build a personal connection between the founder and the customer.
04. Outcome
The rebrand successfully positioned Glamela Cosmetics as a boutique, high-end player in the market. The new packaging design has become a key marketing asset, with customers frequently posting the “unboxing” moment on social media, driving organic growth for Lealine’s brand.