Del Baúl de la Abuela Packaging Redesign:

Case Study

Role: Art Direction / Design / Production

Fuller Cosmetics is a direct-to-consumer (DTC) beauty company based in Mexico City, owned by Tupperware Brands. As the packaging design director, I partnered with an outside creative team to redesign several brands within the Fuller portfolio.

Process:

Del Baúl de la Abuela — “from grandmother's trunk” in Spanish — is a line of skincare, haircare and personal care products, based on traditional beauty recipes “from grandmother”. The initial challenge was trying to fold in 7 other Fuller personal care and haircare brands under the Baúl line. Our team analyzed the lineup of over 40 products and created a brand architecture with new categories and subcategories. 

With the use of stock componentry, the packaging was updated to reflect a modern apothecary feel, lending itself to the traditional aspects of the brand. I designed a logo to reflect these same qualities. After experimenting with various mortar and pestle icons, I simplified it to the accent mark over the “U” in the shape of the pestle. I used Gill Sans to keep it clean and modern, but added “est. 1998” to bring in a traditional, established look to the logo. 

Flavors are color-coded and categories such as Face, Hair, Body, etc., are called out in all caps to help simplify identification. 

Former design